In 1965, a man promised his dying brother to do everything in his power to put an end to cancer. The following year, that promise led to the creation of the Fred Hutchinson Cancer Research Center. This campaign embraces a sense of stylish nostalgia and “from the heart” narrative tone to not only honor a local hero, but create excitement around being a part of something greater than ourselves.
SOCIAL MEDIA: “Hero to Hero” - Seattle athletes from the Seahawks, Sonics, Mariners, Sounders, share videos on Facebook and Tweets supporting “Fred’s Promise”, asking fans to donate. “Do It For Fred” Facebook/Twitter/Instagram users can adorn their profile pictures with this rallying cry as a show of solidarity with the community in making good on Fred’s promise and curing cancer in the next decade. An online campaign donation page --carrying over the look and feel of the campaign-- provides a simple entry point into the Fred Hutch site closing the loop on the user experience.
OOH - Guerrilla postings around town of Fred’s icon mug encourage all of Seattle to be a part of Fred’s Promise, while signage at Safeco Field and other athletic arenas, leverage local pride to recruit fans to join Fred’s team.
PREMIUMS: Retro-inspired t-shirts, hats, totes, and paraphernalia based on actual Fred Hutch baseball cards and ephemera, allow wearers to proudly show off not only their edgy style, but also their commitment to making Fred’s promise a reality.