When the Stars Aligned . . . A Play That Changed the Fight Against Childhood Cancer (Advanced)

In this session, you will hear how a football rivalry and a compassionate athlete helped take on the fight against childhood cancer at Seattle Children's Hospital. What started with weekly visits to pediatric patients evolved into much more when the hospital partnered with Seattle Seahawks quarterback Russell Wilson to launch a new national brand: Strong Against Cancer. The resulting campaign resulted in over $500,000 and reached more than 25 million people on social media. This engaging session will show you how to integrate multiple marketing channels, utilize corporate partnerships, engage celebrity spokespeople, and collaborate utilizing research, philanthropy, and clinical care.