Look Good…Feel Better Raises Awareness of Program for Women in Cancer Therapy
Client: The Cosmetic, Toiletry and Fragrance Association's (now the Personal Care Products Council) Look Good...Feel Better Program
Objective: Raising awareness of the program's services for women undergoing cancer treatment while celebrating the program's 10th anniversary
Strategy: A partnership with the National Private Truck Council created a 22-city "workshop on wheels." An opening ceremony was conducted at each stop featuring local celebrities, cancer survivors and members of the cosmetic industry. Look Good...Feel Better sessions were conducted inside the 48-foot truck, and media were invited to film.
Results: The program resulted in over 200 million media impressions. Calls to the Look Good...Feel Better 800 number increased by 250% Many celebrities were involved, including MTV's Karen Duffy, Model Cindy Crawford, Former First Lady Nancy Reagan, Sen. Dianne Feinstein, Sen. Joe Biden and Priscilla Mack, spouse of Sen. Connie Mack. An ongoing relationship with the client led to coordination of the program's 15th anniversary in 2004, which focused on media outreach in targeted markets.