(10/1/15 – Syracuse, N.Y.) ABC recently helped the Firemen’s Association of the State of New York (FASNY) kick off a major cancer awareness campaign aimed at state legislators and the media.
The campaign centers around content marketing strategy designed to engage and inspire action. The project connects to the audience with emotional stories of real volunteer firefighters affected by cancer.
ABC handled all the interviews done at sites across the state and production of a 10-minute “Fighting Fires | Fighting Cancer” online video to tell those stories. The social media friendly content lives on a dedicated Web page developed by ABC, where visitors are encouraged to contact their state representatives via page links and share the video.
ABC also developed a custom USB drive with packaging featuring imagery from the project. The eye-catching targetted mailing was designed to get the attention of state Assembly members and senators, who FASNY is urging to pass legislation that extends cancer coverage to volunteers.
The video will also be used to pitch coverage of the campaign to the media in collaboration with New York City-based communications firm DKC.