FACE Cause Branding
FACE: What it stands for
"FACE" is an acronym which stands for:
Family Advocacy Coalition for the Empowerment ( of the Sickle Cell Community).
It is our goal to develop sustainable and comprehensive Cause Branding and partnerships, in order for the FACE Foundation to compete with other cause organizations for corporate support and public awareness. The FACE strategic cause programs must provide companies and partnerships with valuable leadership and differentiation strategies, as well as enhanced brand equity and credibility — the same qualities that made Aviva standout in the insurance industry. By incorporating these factors, we hope to accomplish our objective and mission.
The Campaign
The campaign will employ professionally produced public service announcements (PSAs) on television, radio, newspapers, in-theater advertising, outdoor billboards, Sickle Cell National Magazine, E-News, News Flyers, campaign brochures and a website in order to increase community awareness and support Directory /Database community forum and blogs. We will advocate and build relationships with the film and music industry producers and writers to do more stories showing positive people with Sickle Cell Disease and stories around the disease itself.
The FACE Foundation will contract marketing PR Firms such as Anderson Communication in order to achieve this.
Anderson Communication is the second oldest African American advertising & marketing firm in the business. Al Anderson, its CEO is one of the most well known experts in marketing to the African American community. Anderson Communication pioneered the concept of intergraded/synergistic marketing, and is known for its ability to strategically develop marketing programs for its clients that accomplish their objectives and mission. Not only does Al Anderson run and operate one of the best Marketing Firms, the cause of Sickle Cell Disease is near and dear to his heart, as his wife of many years suffers from this devastating disease. Who better will advocate and use all the resources at his disposal to shine a light on the FACE of the sickle cell community.
The Partnerships
FACE Foundation will work in partnership with businesses and corporations to leverage all fundraising efforts and budgetary costs.
Our Media 5 million dollar Campaign Budget Break Down
- Radio - 30%
- Television - 20%
- Print - 15%
- Awareness Events - 25%
- Website/Internet - 10%
These communication platforms have been specifically selected as the most effective and sustainable strategies for reaching the large number of affected individuals with information on the availability of local Sickle Cell Disease service networks for testing, educational counseling and support services.
The FACE Foundation's, cause communication campaign will set a standard of practice with many of the world's largest cause organizations that are running comprehensive campaigns supported by substantial advertising and communications resources. The FACE Foundation will focus on integrating the concern and commitment for our cause into a core component of this foundation's business strategy.
The FACE will build partnerships and develop relationships with community leaders, activists, churches, and influential Americans, which will work earnestly for our cause in bringing visibility, credibility, and attract more media attention in raising awareness and promoting education.
