Relay For Life has always been the signature fundraising event for the American Cancer Society, with events in more than 5,200 communities and 20 countries. But it was losing steam. In 2017, we partnered with our traditional agency, The Richards Group, to create a new campaign called “Rivals.” Using a sports theme and striking soccer-poster visuals, we hit home the idea that Relay brings the fight against cancer to communities across the country. Then, when tasked with creating an online video to drive participation, we created “Fan Letter,” which has captured more than 1.2 million views.

CD: Lindy Gross | Writer: Derek Lawler | Art Director: Trisha Lahiff