Core Create’s Camp Adventure Campaign Inspires and Informs
August 18, 2010 – 3:02 pm by Gina Monari
Core-Create’s awareness campaign for the American Cancer Society’s Camp Adventure prescribes healthy doses of whimsy and courage. Camp Adventure 2010 is a week-long, sleep-away camp for children with cancer and their siblings, held on the shores of Shelter Island, N.Y. The camp began August 14 and continues through August 20.
“As healthcare communications specialists, we know that sometimes the disease can define the individual,” says Ken Ribotsky, president and CEO, Core-Create. “Here, kids just get to be themselves. We love having the opportunity to help patients feel like the disease does not own them.
The ad, which reads “Slaying A Dragon Is A Welcome Break From Fighting Cancer,” is designed to reinforce the camp’s important mission of providing a magical escape where kids can be kids. The inspiration came from the idea that the American Cancer Society is offering kids an opportunity to get away from the daily challenges presented from being effected by cancer, and enjoy and be kids again.
The campaign, created on behalf of the American Cancer Society’s Eastern Division, is designed to inform the public about the many different support services — such as Camp Adventure — provided to patients and families by the American Cancer Society. This event happens every year so the ad will be used for next year’s camp as well and throughout the year to increase awareness of the offerings of ACS. Core Create may be working on additional materials, such as the Camp portion of the Web site as well. Overall, Core Create’s task was to increase the awareness of Camp Adventure, position the American Cancer Society as an organization with patient and family services, and reinforce the many opportunities offered by American Cancer Society — Camp Adventure is just one of them. In regard to additional initiatives with the American Cancer Society, the agency is working on other initiatives/programs with them.
“We’re so inspired by the ad Core-Create has developed,” says Elisa Brundige, director of Camp Adventure. “Camp Adventure provides kids with cancer with the ability to get away for a week to a very special place where they can forget all about their illness. This ad really conveys the important role of Camp Adventure and the impact we have on the children who come to us.
The journal advertisement was released to the American Cancer Society in February and several publications were targeted, as well as local Long Island hospitals, donors, and volunteers. Those who worked on the campaign included Levy Valverdi, creative director of art; Dorene Weisenstein, creative director copy; Marc Murray, art director; Paul Maurer, creative director of copy/copywriter; and Jennifer Hollis, account team.
