Conquer Cancer

ONCOLOGY
BRAND AWARENESS
FUNDRAISING
DIGITAL MARKETING
VIDEO

54 rounds of chemo, 25 rounds of radiation, 4 surgeries, and 1 clinical trial. That’s the journey of Mark Crafts, a cancer survivor and avid cyclist whose tenacity mirrors that of Conquer Cancer.

This brand awareness and fundraising campaign centered around a long form video that tells the story of “Cancer Mountain,” the most difficult climb of Mark’s life. We then cut the spot down for television and social media, with all channels working together to amplify Mark’s emotional journey and inspire support for cancer research.

Working with Conquer Cancer since 2015, my strategy has been consistently focused on storytelling to help grow the donor base, awareness, and brand understanding of the organization. Digital-first video was crucial. Below the Cancer Mountain story, you will see examples of other stories I helped script, direct, and produce, which turned into assets for an always-on annual digital campaign that grew with each year we were in market. The last year alone made a measurable impact for Conquer Cancer, including the below awareness and fundraising metrics:

• 100%+ lift in brand searches

• 61% lift in site traffic

• 25% increase in average gift