Company: LUDWIG+, Bingham Farms MI
Company Description: LUDWIG+ was born out of necessity by marketing visionary Barbara Yolles Ludwig. LUDWIG+ opened its doors with 15 people and under $1MM in revenue. Today, L+ is comprised of 50+ people and 20+ clients across industries – fin-tech, auto-tech, retail, packaged goods among others. Barbara Yolles Ludwig is at the helm of one of the fastest-growing, women-owned agencies in America today: LUDWIG+
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Disease Education & Awareness
 Nomination Title: The Other Part of the Fight.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
August 2022
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 104 words used.
For many women, a breast cancer diagnosis brings two battles. There’s the obvious medical battle, but there’s also a lesser-publicized financial battle to be won.
In fact, over 40% of women with breast cancer alter or skip chemo treatments due to financial hardship. As a woman-owned agency, this hit close to home.
The Pink Fund, a non-profit devoted to helping patients pay for non-medical bills while they undergo treatment, was blending into a pinked-out landscape of look-alike organizations.
Although their color was the same, they needed to bring attention to their unique mission which we branded as “The Other Part of the Fight.”
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 83 words used.
To attract the attention of both donors as well as those in need, we knew The Pink Fund needed a rebrand that could expose the battle against financial toxicity, present themselves as the solution, and give everyone who saw it an emotional and raw “ah-ha” moment.
The premise came from our conviction that no one should have to choose between their life and their life savings, and our strategy was to confront people with the same unimaginable choices these breast cancer patients face.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 110 words used.
Molly MacDonald, CEO of The Pink Fund, will tell you the work we’ve done for other healthcare and cause-related clients ultimately convinced her our agency was the right partner to amplify this little-known but serious issue. We did—and it worked.
Print, video, digital, and social assets were created and deployed.
Pink Fund saw a 62% increase in 3rd party fundraising events and a 30% increase in new grants from pharma and family foundations.
In addition, site traffic saw an increase of 33% with a 53% spike in requests for assistance. Each of these metrics represent all-time highs and it’s worth noting this was all accomplished with virtually zero paid media.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
| Attachments/Videos/Links: |
|---|
|
