• by Barry Janoff , June 15, 2017

In its on-going quest to raise awareness and funds to help find a cure for cancer, the American Cancer Society today launched a multi-media campaign fronted by its first national golf ambassador, pro golfer Chris DiMarco.

DiMarco, who turned pro in 1990, has been involved with cancer awareness and research for nearly two decades. According to ACS, he has helped to raise more than $5 million via the annual Norma DiMarco Tee Up For Life event in Orlando, Fla., named for his mother, who passed away following a heart attack in 2006.

The event this year was renamed the Norma & Rich DiMarco Tee Up For Life tournament following the passing of his dad in March due to pancreatic cancer.

The ACS golf-themed campaign is anchored by a 30-second spot with DiMarco, who talks about the loss of “my hero — my father” and explains how the golf community has united to fight cancer.

“I’m not a doctor or a researcher,” DiMarco says in the spot. “I thought: What can I do to help? You just play, raising funds through golf to support research and to fight cancer. Together we play to make a difference.” 

"We are excited to launch this campaign with Chris’ unbelievable partnership and support, which will undoubtedly lay the groundwork for the future of the golf portfolio," Sharon Byers, chief development and marketing officer for ACS, Atlanta, tells Marketing Daily.

“The campaign is designed to drive awareness and participation for our national golf platform, which encompasses more than 70 tournaments and raises nearly $10 million annually.”

The spot, “Tee Up For Life,” breaks today on the Golf Channel and will air to coincide with coverage of the 2017 U.S. Open (June 15 - 18) at Erin Hills in Hartford, Wisc. 

It is scheduled to run through July 31 on various outlets, including GolfDigest.com, PGATOUR.com, ESPN.com/Golf and BleacherReport.com/Golf.

ACS said the spot could be tailored for use in any local market.

Elements also include print, radio, social media, on-site activation at tournaments and a new microsite, Cancer.org/golf intended “to establish awareness for the ACS golf platform.”

Lead agency is Professional Sports Partners, Houston.

The new site currently lists 42 tournaments across the country now through August 2018. The site also offers information on cancer research, treatment, support, pro-active care and ways for people to get involved.

Barry Janoff is executive editor of NYSportsJournalism.com and a contributor to Marketing:Sports.