Projects

The Project

The Leukemia & Lymphoma Society wanted to bring some excitement to what had typically been a slow period for fundraising. To help them achieve their goals, Big Duck developed the strategy and creative for a playful campaign—Totally Baldacious: Shave one for the Team.

Totally Baldacious took a community-oriented approach, challenging donors to shave or dye their hair in support of cancer patients. The campaign strategy and concept Big Duck created included a name, tagline, and logo that were still recognizable as part of The Leukemia & Lymphoma Society’s brand. We wrote key messages for the campaign to ensure that emails, websites, social networks, ads, and other materials all delivered a consistent message and worked with the Leukemia & Lymphoma Society’s team to apply the concept to a microsite, emails, blog posts, and more. We also created a widget and Facebook app to allow supporters to go Baldacious virtually and share that image with friends and potential supporters.

The Results

Within just a few months, the campaign raised nearly $60,000 and generated lots of awareness and involvement online, including over 13,000 new Facebook fans and hundreds of visitors to the Be Baldacious widget and Facebook application. The online presence we built during the campaign continues to provide a strong base for The Leukemia & Lymphoma Society to build their social media outreach and fundraising efforts.

“With Totally Baldacious we wanted to see if we could broaden our reach—and that we did, especially online, where this campaign generated a great deal of buzz.”
-Nancy Klein, Chief Marketing & Revenue Officer