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Name recognition – Cancer society launches ad blitz

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To overcome concerns that the public doesn’t know it well enough, the American Cancer Society is undertaking the first paid advertising campaign in its 87-year history, The Wall Street Journal reports.

The Atlanta-based group, which has an annual budget of $600 million, will spend $10 million to “let people know what we do and how to get hold of us,” John Seffrin, the group’s chief executive, told the Journal.

More than 1,000 nonprofits have “cancer” in their names, he said, leading to confusion.

The mission of the American Cancer Society is to eliminate cancer as a major health problem through prevention, cure, research and alleviation of suffering.

The campaign will consist of print and TV ads promoting the group’s efforts to get information to people with cancer and those recovering from cancer, as well as their families, volunteers and others.

Those efforts include a community-based national network, an expanded round-the-clock call center and e-mail.

The group aims to halve death rates from cancer by 2015.

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