• by OMMA Editors , January 8, 2021

The Dana-Farber Cancer Institute needed a refresh for its Jimmy Fund, which had successfully raised money for years, after brand awareness fell. MERGE was tasked to increase awareness among a new generation of supporters. Digital and social platforms encouraged people to tell their own emotional stories. PSAs featured national celebrities. Dynamic creative optimization was used to curate hundreds of headshots with the caption “I am Jimmy.” The campaign used TV, OOH, print, radio, and digital advertising. After six months, brand awareness rose 58%, with unaided ad awareness up 120%.