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Big game, big win for the American Cancer Society

​Super Bowl LIV lived up to the hype many were hoping for in Miami, Florida, when the San Francisco 49ers and Kansas City Chiefs took the field. The Kansas City Chiefs – winning the Super Bowl for the first time in 50 years – were not the only winners to come out on top. The American Cancer Society successfully raised awareness and funds for our mission at events and promotions leading up to Super Bowl LIV. 

Here are some of the highlights:

  • To date, ACS has tracked close to 200 million impressions, particularly among key audiences within the African American, millennial, and sports fan demographic, with amplified awareness through our ACS Masterbrand channels – We amplified and engaged with content from partners, ambassadors, NFL teams, and media throughout the NFL season across all our social channels. 

  • ACS engaged with social media tweets and posts which reached over 11 million followers, related to #CrucialCatch and the Super Bowl Sweepstakes. There were also more than 100 influencer and partner posts engagements, including NFL teams, NFL players, and other influencers supporting the American Cancer Society. 

  • Although the dollars from Superbowl activations are still being counted, we know we raised over $100,000 from the Superbowl Sweepstakes. Other activations included Pro Bowl ticket incentives and our partnership with BET Network and the Super Bowl Gospel Celebration, which highlighted ACS mission and impact in health equity via our CHANGE Grant Program – a focus of our overall impact mission work for 2020 and beyond. 

  • During the 2019 season, ACS and the NFL surprised two cancer survivors with tickets to the Super Bowl. Allan Smith and Dominique Farrar fulfilled their dream in Miami and were hosted by ACS and the NFL to a memorable, once-in-a-lifetime experience. 

  • Through the Crucial Catch Super Bowl Sweepstakes, Michelle Gipson, a 15-year Kansas City Chiefs season ticket holder who lost her mom to breast cancer, was sent on the VIP trip of a lifetime to Super Bowl LIV in Miami. After discovering she carried the BRCA2 gene mutation, Michelle opted for preventive surgery to reduce her breast cancer risk.  

  • Our celebrity partners, Caleb McLaughlin and Ken Jeong not only helped create a memorable experience for our sweepstakes winner but also showed their support through their personal social media channels. 
Social media highlights

Earned media highlights of Crucial Catch Sweepstakes winner

Our work with the NFL continues to elevate the American Cancer Society brand and shows the impact we can have through our Sports Alliances and celebrity partners. Thank you to all the amazing volunteers, staff, and partners that made this Super Bowl experience possible! 

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