Creative Media Awards Media Plan, I am Jimmy

The Jimmy Fund was launched in 1948 to make young cancer patients’ dreams come true. But it had lost some brand awareness, so the Dana Farber Cancer Institute ran an integrated campaign combining TV spots and digital ads that targeted devices in the home. The effort featured 5,000 messaging and audience combinations along with celebrity PSAs. Also utilizing multi-variate testing, the “I am Jimmy" campaign raised unaided brand awareness by 58% in six months, and unaided ad awareness by 120%.

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