Coasters for Cancer
Coasters for Cancer
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Objective:
Create a unique, fun multi-faceted campaign that shines a spotlight on cancer survivorship, research, prevention and education through the reach of the three iconic New Jersey brands.
Overview:
Six Flags Great Adventure, RWJBarnabas Health and Rutgers Cancer Institute of New Jersey Joined Forces to Fight Cancer & Celebrate Survivorship. The vision was to develop a non-traditional campaign to celebrate cancer survivorship, while integrating a “fun” and adventurous component.
The Coasters for Cancer campaign was launched on Survivor’s Day, as a group of 200 cancer survivors and their families, dignitaries from RWJBarnabas Health, Rutgers Cancer Institute and Six Flags Great Adventure helped kick-off the campaign. After a brief presentation, the survivors and family members took the inaugural ride on the “hand print decorated” Runaway Mine Train – a popular family ride at Six Flags Great Adventure in Jackson, NJ.
The event marked the first time at any venue that a roller coaster has been wrapped in support of cancer awareness and survivorship. Colorful hand prints, previously collected by cancer survivors and supporters throughout New Jersey, were transferred onto the Runaway Mine Train coaster cars.
MC was tasked with developing messaging for the campaign and managing publicity initiatives for the kick-off event.
Results:
Featured media coverage in conjunction with the Coasters for Cancer launch event
included the Asbury Park Press/Gannett with the feature story being picked up by USA Today and Yahoo; News12NJ; NJBiz, Coping with Cancer and MycentralJersey.com, among other feature stories.
Additionally, NJ101.5’s Steve Treveliese served as emcee for the launch event, and NJ101.5 coverage extended through post –event and was highlighted by Dr. Libutti’s on-air interview which prompted a compelling evening of survivorship stories being shared.
The Award Winning Campaign captured a Percy Award and a Pyramid Award.