Declining revenue. An aging donor base. Organizational stasis. The American Lung Association needed to make a bold move that would reinvigorate the organization and secure its future. We developed and launched an attention-worthy, mission-advancing signature cause initiative - the next "pink ribbon."

Lung Force, a national movement, unites women against the #1 cancer killer: lung cancer. With the campaign, the ALA makes lung cancer a cause people not only care about - but act on. A platform that raised critical funds needed for lung cancer research, education materials that empower patients and healthcare providers, and a voice on Capital Hill.

With nearly a billion media impressions, over $12 million dollars raised, and more than 10,000 visitors to its site in its first 6 months, the American Lung Association's Lung Force is stronger than ever.