OPPORTUNITY

Formerly known as the Leukemia & Lymphoma Society (LLS), Blood Cancer United has been at the forefront of research funding, advocacy and patient support since its founding in 1949. But despite its reach, awareness of the organization has remained stubbornly below 5%. Loyalty, too, was often tied to campaigns rather than to the charity itself. Calo worked with some of the other best agencies in the world like JKR to carry through their vision to one of the organization’s most important co-horts, the Latino community. For every verbal and visual guideline, we complimented it with multicultural support.

Quantitative and qualitative research

We had over 40 qualitative interviews with a broad variety of caregivers, staff, donors and patients. This ensured organizational buy-in, direct feedback, and clear feedback on creative and rector linguistic concepts. In a first-of-its-kind survey, we collected data from more than 250 members and 250 patients with blood cancer that hadn’t interacted with the organization before.

Our extensive data led to the guidelines necessary for the billion dollar nonprofit to confidently transition to their new name and brand. Mixing our comprehensive research and funnel development with our cultural understanding, we didn’t just build a brand, we handled the investigation to ensure full onboarding with the audience.

Outcome

Blood Cancer United has made waves in the industry for reinventing themselves after a 74-year tenure. So far, engagement and donations are up after the first year, and industry publications like Fierce, Print Mag and Creative Review have spoken highly about the investigation- heavy process. Due to Calo’s work, the brand isn’t just reaching the Latino community, it’s connecting with them like never before.