ABTA Meet Hope Head On Campaign

Fifty years ago, two mothers who were desperately fighting to save the lives of their daughters forever changed the trajectory of brain tumor diagnosis by founding the American Brain Tumor Association (ABTA). In celebration of 50 years of service to the brain tumor community, we needed to launch a five-year campaign on the ABTA’s 50th anniversary, March 21, 2023. While most marketing tactics are focused on engaging the existing ABTA community, we needed to implement an extremely targeted “external/public” campaign to build brand awareness and attract new donors. We had 2 targets. 90% was their existing constituent base: donors, patients and survivors, caregivers, partners, researchers, and medical experts. The remaining 10% was the general public: future advocates.

Storytelling vision was critical to emphasize that more must be done and to give the brain tumor community a reason to believe in the pursuits of the ABTA. Positioning the ABTA as the leader and visionary underscores their position as THE changemakers worthy of ongoing financial support. We put a face on the disease by designing a dynamic microsite dedicated to brain tumor patients and their caregivers. With a call to “Meet Hope Head On,” we aimed to inspire a movement for change by demonstrating that, through a simple donation, the power to create a future free of brain tumor deaths is in all of our hands. The centerpiece of our campaign is a video we created to give voice to those touched by brain tumors and demonstrate that they're not as uncommon as you may think. Emotional, but not saccharine, it's a touching plea to join the fight against brain tumors. By hearing from sufferers themselves, we made it personal. And together, we can help them meet hope head on.