Community Marketing Handbook

Community Based
Marketing
Handbook
COMMUNITY BASED MARKETING HANDBOOK
What is Relay For Life?................................................................................................. 3

How Relay Works:.....................................................................................................................3
The Mission of the American Cancer Society: ..........................................................................4
Vision 2015 A Sense of Urgency:...........................................................................................4
The Mission of the American Cancer Society Relay For Life: ...................................................4
The Lifesaving Impact of Relay For Life: ...................................................................................4
Cancer In Our Community:........................................................................................................5
Where the Money Goes: ...........................................................................................................5
Getting Results:.........................................................................................................................6
Relay For Life National Event Standards: .................................................................................7
Relay For Life Committee Expectations: ...................................................................................7
As a Relay For Life Committee Member: ..................................................................................7
Tools you should have in your RELAY TRUNK: .......................................................................8
Marketing Chair & Subcommittee ................................................................................ 8

Marketing Relay For Life............................................................................................... 9
Steps to Developing Community Marketing Plan ....................................................................10
How To Impact the Communitys Adoption of Relay For Life ..................................................12
MARKETING WORKSHEET ...................................................................................................14
Spokespersons and Talking Points........................................................................... 15

Whats the Story with Relay? ..................................................................................................15
Tips for a Successful Spokesperson .......................................................................................16
Speaking Points ......................................................................................................................18
Your Donations Journey .........................................................................................................21
Media Relations ........................................................................................................... 22

Media Coverage ......................................................................................................................23
Generating Coverage through Feature Stories .......................................................................25
Tips for Working with the Media ..............................................................................................26
Golden Rules of Media Relations............................................................................................27
Guidelines for Why I Relay article.........................................................................................28
Text Standards ........................................................................................................................30
Imagery ...................................................................................................................................31
Suggested Relay For Life Marketing and Media Relations Timetable ....................................32
Planning Your Marketing Timeline ..........................................................................................34
At Relay For Life.......................................................................................................... 35

Photographer Shot Sheet........................................................................................................35
Emcee Cancer Facts...............................................................................................................37
Appendix...................................................................................................................... 39
What is Relay For Life?

Relay For Life is the American Cancer Societys signature event, taking place across the nation
and in countries around the globe. In fact, its the largest annual not-for-profit fundraising event
in the world! It brings together 3.5 million people to:
Celebrate the lives of those who have battled cancer. It is the strength of cancer survivors that
inspires us to continue the fight.
Remember loved ones lost to the disease. At Relay, those who have walked alongside those
battling cancer can grieve and find healing.
Fight back against a disease that takes too much. We make a commitment to save a life by
taking up the fight
The event began in 1985 in Tacoma, Washington when Dr. Gordon Klatt walked for 24 hours to
raise money for the American Cancer Society. Since then, Relay For Life events have raised $2.5
billion to support programs aimed at eliminating cancer and supporting those affected by the
disease. California Divisions Relay For Life has made significant contributions to the fight
against cancer since its inception. In 2007, the California Division had 303 Relays and raised
$33.3 million for the fight against cancer. In 2008, Relay For Life will take place in 313
communities and will raise an estimated $36.5 million in California.
How Relay Works:

Friends, family, coworkers and neighbors come together to form a Relay team, which collects
donations leading up to the event. On Relay Day, team members take turns walking around the
track during the 24 hours of Relay, making sure that someone is on the track at all times.
Why 24 hours? We are asking you to give a day out of your life for those who may not have
another. There are similarities between the Relay For Life and a cancer patients experience: It
may get really hot during the day, and you may feel like quitting, but you keep on walking. It
may get windy and cold at night it might even rain. But you press on through the darkest hours
knowing that the sun will come up and it will be a new day.
Each Relay For Life starts with the Survivors Lap, during which cancer survivors from the
community walk the first lap around the track to celebrate their victories and thank their
caregivers while others cheer them on. At dusk, luminaria bags are lit, and remain lit throughout
the night to create a path of hope. They are decorated to remember those lost to cancer and again
honor caretakers and those that have survived the disease. The luminaria ceremony is a time for
reflection, grieving and hope. These two inspiring and reflective ceremonies are followed by the
Fight Back Ceremony, in which attendees literally and figuratively take up a flag against cancer
and pledge to fight back against the disease.
Relay For Life is also an opportunity to deliver life-saving prevention and detection messages to
participants.
The Mission of the American Cancer Society:

Founded in 1913, the American Cancer Society is the nationwide community-based voluntary
health organization dedicated to eliminating cancer as a major health problem by preventing
cancer, saving lives and diminishing suffering from cancer, through research, education,
advocacy and service.
Vision 2015 A Sense of Urgency:

The American Cancer Society is making tremendous progress in the fight against cancer, but
there is still a long road ahead. Your involvement with the American Cancer Society is helping
save lives and improve the quality of life for cancer patients and their families. The Society has
ambitious goals for the next ten years and we need your help. By the year 2015, the Society aims
to: double the number of lives saved from cancer; reduce the incidence of cancer by 25 percent
and improve the quality of life of cancer patients and their families. Relay is a powerful vehicle
communities can use to support the Societys mission to fight back against cancer!
The Mission of the American Cancer Society Relay For Life:

The American Cancer Society Relay For Life represents the hope that those lost to cancer will
never be forgotten, that those who face cancer will be supported and that one day, cancer will be
eliminated.
The Lifesaving Impact of Relay For Life:

Relay For Life is making a significant impact on the American Cancer Societys ability to meet
our goal of eliminating cancer. Last year in California:
Thousands of volunteers took part in 303 Relay For Life events across the state.
Those volunteers recruited the more than 180,000 participants who heard the life saving
messages of the American Cancer Society.
33,385 survivors were honored at Relay For Life activities.
Relay For Life raised more than $33.3 million dollars for the fight against cancer.
Cancer In Our Community:

Cancer can affect anyone, regardless of age, gender, ethnicity or economic background:
One out of two men and one out of three women will be diagnosed with cancer.
In 2007, more than 1.4 million people nationwide will be newly diagnosed with cancer.
In 2007, more than 133 thousand people in California will be newly diagnosed with
cancer.
There are approximately 10.5 million cancer survivors living in the United States.
Practicing good nutrition habits, not using tobacco products and being physically active
can prevent two thirds of cancer deaths.
Where the Money Goes:

Funds raised by the American Cancer Society Relay For Life support the organizations
programs, which focus on four distinct areas: research, education, advocacy and service.
Research
The American Cancer Society was involved in many of the major cancer research breakthroughs
of the last 90 years, including identifying smoking as cause of lung cancer, mammography
screening for breast cancer and the PSA test for prostate cancer screening.
Currently, the Society is recruiting a diverse group of approximately 500,000 adults from across
the nation for its third Cancer Prevention Study (CPS-3). CPS-3 works to better understand the
lifestyle, environmental and genetic factors that cause or prevent cancer and ultimately help
eliminate the disease as a major health concern for future generations. Enrollment is only
available at select Relay For Life events across the nation. In 2008, enrollment will be held at 19
Relay For Life sites in California.
The California Division of the American Cancer Society has invested $55 million in research in
California. Nationwide, since 1946, the Society has funded nearly $3 billion in research. By
investing about $130 million in research each year, the American Cancer Society dedicates more
money to cancer research than any other private, not-for-profit, non-government organization in
the United States. We have funded 42 researchers who later went on to be awarded the Nobel
Prize.
Education
Following American Cancer Societys wellness and cancer-detection guidelines can save your
life or the lives of people you love. The American Cancer Society provides materials and
educational programs on early detection and prevention of cancer to a variety of high-impact
constituents in the community, including employers, schools, churches, local government,

hospitals and community service groups.
Advocacy
We fight for life-saving policy to increase federal research funding, reduce tobacco use, promote
early detection of cancers, improve access to care and support cancer patients. The American
Cancer Society has advocated the passage of legislation that has had a positive impact on
controlling cancer. For example, lung cancer rates in the California have declined over the past
several years thanks to several tobacco control initiatives.
Service
Patient and family support services help people with cancer during and after treatment. These
services include Look Good Feel Better, which gives women with cancer advice on how to use
make-up and hairpiece to counteract the side effects of cancer treatment; Reach to Recovery,
which offers patients peer counseling from a survivor; and Road to Recovery, which offers
transportation services for patients without a way to get to their appointments. Anyone,
anywhere can access cancer information and support 24 hours a day, seven days a week at
1.800.ACS.2345 or at www.cancer.org.
Getting Results:
American Cancer Society funded research, prevention and early detection programs are helping
more people survive cancer than ever before in history:
In 1946, one out of four cancer patients survived more than five years; today, two out of
three patients are alive five years after diagnosis.
More than 75,000 patients and survivors in California received American Cancer Society
information and services or attended survivor events.
Society Cancer Information specialists staffing the 24/7 toll free number answered more
than 101,000 calls from across California seeking free support and information.
Almost 8,500 people in California received transportation assistance for treatment
appointments, for a total of almost 290,000 rides.
Relay For Life National Event Standards:

Mandatory
24-hour overnight event
Opening and closing ceremonies
Luminaria ceremony
Survivorship activities
Mission Delivery activities
(education)
Team registration/commitment fee
Graphics standards on logo
Tobacco and alcohol-free event
Recommended
Sponsorships
Team and individual incentives
Expense ratio of 10 percent or less
Communication/newsletters
Team captain meetings
Bank night(s)
Fight Back Ceremony
Relay For Life Committee Expectations:

When you become a member of the Relay For Life committee, you become an American Cancer
Society volunteer. You, along with your fellow committee members are producing an event that
will positively impact the lives of people in your community. By helping raise cancer awareness
and money, you and everyone involved in Relay For Life are fighting back against cancer. Relay
For Life is a community-owned, volunteer-driven event. Your staff partner is your coach and
your resource.
As a Relay For Life Committee Member:

Plan on attending all committee meetings.
Recruit help! As your event grows, you will need sub-committees.
Two-year terms are recommended. Plan for your transition by appointing a co-chair.
Assist other committee members when asked.
Attend Society trainings about your committee position (i.e., Relay U or Track Chats).
Recruit teams! This is the key to a successful Relay
Complete a partnership agreement with event chair and subcommittee chairs.
Have a team of your own or be a team member.
Plan to be at the event to help set-up.
Plan to camp out and be at the event the entire 24 hours.
Plan to stay until the end and help clean up.
Get all the work done prior to the event so you can enjoy the event.
Attend the wrap-up meeting to brainstorm how to improve next years event.
Tools you should have in your RELAY TRUNK:

A Relay For Life video
Relay For Life posters
Relay For Life brochures
Relay For Life annual report booklet
Your Relay For Life notebook
Marketing Chair & Subcommittee

Marketing Subcommittee
Successful Community Marketing committees market Relay in multiple ways. They emphasize
that Relay:
Is a community event.
Raises money to support the Societys mission to eliminate cancer.
Honors cancer survivors and those who have lost the battle.
Provides participants with a way to Fight Back against the disease
Features activities that make it interesting and fun for all ages.
Purpose of Relay Marketing Subcommittee
To increase awareness, knowledge and participation of the American Cancer Societys
programs and services.
To increase awareness, knowledge and participation of the American Cancer Relay For
Life.
To assist other Relay subcommittees with their marketing efforts such as recruiting
teams, survivors and corporate sponsors.
Community Marketing Chair
Ideally, the chair of the Community Based Marketing committee has experience in advertising,
marketing, public relations or a related field. However, this is not required for success. In order
to be successful, it is most important for the chair to:
Be knowledgeable about Relay.
Be connected to key businesses and organizations within the community
Be adept at selling Relay to a variety of audiences.
Either already have relationships with local media contacts or be able to build such
relationships.
Duties and Responsibilities

Work with your regional corporate communications staff partner.
Recruit Marketing Subcommittee volunteers and meet with them regularly.
Attend event committee meetings.
Prepare a marketing strategy that reaches a broad audience.
Promote local fundraising and other activities that support Relay For Life events
Build relationships with local media outlets.
Identify and utilize community publications.
Arrange photo and video coverage.
Serve as a spokesperson.
Help identify feature stories and other volunteer spokespeople.
Obtain event Thank You signage.
Decorate event venue with banners and signs.
Take down banners and signs after event.
Marketing Relay For Life

Relay For Life by its very nature offers many opportunities to get the word out about the
American Cancer Society, cancer awareness and the event itself. Here is a list of tools you can
use and ideas for where to promote Relay For Life.
Tools
Relay For Life brochures
Relay For Life posters
Relay For Life fliers
Relay For Life postcards
Relay For Life Suns & Moons
Electronic Relay postcardsavailable at www.cancer.org/relay
Public service announcementsavailable through your Staff Partner
Human interest stories about Survivors prior to your event
Mission-related stories
Places
Store signs/billboards
Table tents in restaurants and other businesses
Company newsletters
Posters and brochures around town
Chamber of Commerce newsletters
Hospital newsletters
Media outlets (NOTE: contact your Staff Partner before engaging with these)
o
o
o
o
o
Broadcasters, cable systems, or satellite systems

Television stations
Radio stations
Cable TV stations
Local newspapers
Steps to Developing Community Marketing Plan

Set Goals (What is your community marketing plan going to accomplish?)
Increase awareness and knowledge of the American Cancer Society Relay For Life and
its benefits to cancer survivors, their families and the community at large.
Increase awareness and knowledge of the American Cancer Society and its efforts in
research, advocacy, education and service.
Increase the number of teams and survivors that participate in Relay For Life.
Brand your community as an American Cancer Society Relay For Life community so that
anyone in your community and anyone traveling through your community will know of
your commitment.
Build long-term relationships with opinion setters in your community whether they are
government officials, religious leaders, business owners, media personalities, etc. so they
can assist the Societys efforts.
Develop team captains and Relay participants into Society advocates provide them with
the information and tools so they can educate their families, friends, businesses, and
churches on what the Society offers and how Relay changes lives.
Decide on Strategies (What are your general plans on how to accomplish the goals?)
Utilize an organized speakers program. Form a local speakers bureau and have volunteers,
especially survivors and caregivers that have been touched by the American Cancer Society and
Relay For Life, meet with various groups in the community to speak about the Society and Relay
For Life. Groups can include: churches, businesses, schools, service groups, etc.
Employ a mass media approach. Use all available media including: television, radio and
print to reach out to the community. (Be sure to speak to your communications staff
partner before reaching out to media.)
Promote the Society and Relay year round. Create an organized approach to promote
before, during and after Relay. The Society and Relay need to be identified as year round
endeavors and volunteers should be recruited for Society program and services.
10
Emphasize Relays strategic areas. Utilize an approach that will communicate Relays
strategic initiatives in advocacy, data collection, uniting communities, involving youth
and survivors.
Enhance branding efforts. Increase visibility of both the updated logo/brand for the
Society and Relay For Life, in order to create recognition, pride and action.
Build relationships with those in the community who can promote the Society and
Relays efforts: meet with or invite to functions - media professionals, Chamber of
Commerce, Rotary, Church leaders, politicians, health care professionals, etc.
Employ both external and internal marketing strategies.
o External Marketing Approach: Use your connections in the community (or build
connections in the community) and reach out to local media to reach your
community about Society programs and services and when/where/why the Relay
For Life is happening.
External approach builds awareness and knowledge so although it may
or may not lead someone to taking advantage of the American Cancer
Society it does build awareness if later a person needs help.
Strategy: Build awareness and knowledge of the American Cancer Society
and Relay For Life, by reaching out to the community as a whole.
Venues: television, radio, print, billboards, banners, movie theater slides,
bill stuffers, grocery bags, community groups, schools, businesses etc.
Tools include: Television public service announcements, flyers,
PowerPoint presentations, radio public service announcements, print ads,
feature stories, usage of Relay banners and signs around town, Letter to
Editor submissions, etc.
Reward: Builds awareness and knowledge of the American Cancer
Society and Relay For Life. These efforts may not increase numbers of
American Cancer Society programs and services or attendance at
Relay For Life.
Follow-up: Publicly recognize the media, corporate sponsors, businesses,
schools, service clubs, faith-based organizations and others that provided
exposure for the American Cancer Society and Relay For Life.
o Internal Marketing Approach: Recruit team captains and participants to become
advocates for the Society.
Strategy: Educate Relay participants on the American Cancer Society and
encourage those already involved with Relay to become advocates for the
Society and Relay For Life. Educate, train, motivate and provide tools so
that teams and survivors can promote the American Cancer Society and
11
Relay For Life within their workplaces, schools, service clubs, faith-based
organizations, etc.
Venues: Community presentations, Relay kickoffs, Relay Rallies, team
captain meetings, Chamber of Commerce meetings, corporate sponsor
breakfast, school presentations, survivor banquet and at your event
Tools include: Videos, Relay For Life Report to the Community, banners,
signs, emails, newsletters, brochures, Relay Gear, thank you
acknowledgements, posters, flyers, buttons, stickers, calendars, etc.
Reward: Relay For Life is a grassroots event, so grassroots marketing
tactics are the best way to grow a Relay. For example, a one-on-one or
group presentation is much more likely to convince someone to get
involved in the American Cancer Society or Relay For Life compared to
the airing of a public service announcement. Focusing on a targeted
internal marketing plan is key to growing your Relays numbers
both in participation and income.
Follow-up: Recognize the individuals and teams that successfully promote
the American Cancer Society and Relay For Life.
o Work the Show

Ensure Relay is the best product it can be by focusing efforts on
outstanding opening ceremonies, survivors lap, luminarias ceremony
(Ceremony of Hope) and closing ceremony.
Ensure the event has a theme and has entertainment and activities
throughout. These are great opportunities for basic cancer education.
Ensure team captains, teams, participants, corporate sponsors and media
are recognized for their efforts.
How To Impact the Communitys Adoption of Relay For Life

Goal: Educate the community about American Cancer Society programs and services and Relay
For Life. If you want to
Build awareness:
Usage of Relay banners and signs about town
Relay Kickoffs
Televisions Public Service Announcements
Radio Public Service Announcements
Print Ads in local newspapers
Billboards
Roadway easels
Bill stuffer
12
Build knowledge:
Feature stories in local newspaper on cancer survivors, Society programs and services.
Letters to editor
Radio Interview Shows
Cable Interview Shows
Team Captain Meetings (five or more)
Corporate Sponsor Breakfast to invite new/old sponsors and educate
Media Sponsor Breakfast to invite new/old media sponsors and educate
Monthly newsletter to participants, survivors, corporate sponsors
Encourage Participation:
Personal presentations to service clubs, faith based organizations, schools, etc.
Supply Relay teams with:
o Posters, flyers, buttons, stickers, newsletters / cancer information etc.
o Formally recognize teams / individuals that recruit other teams / other survivors
Encourage youth to participate
Recruit survivors year round, involve in Relay and Society programs and services.
Survivors and/or team banquet six months outside of Relay to thank, educate on Society
program and services, recruit teams for Relay
Kickoffs, Relay Rallies, Team Captain meetings become a way for people to try Relay
they are mini events.
Encourage adoption:
Follow-up / follow-through for teams and corporate sponsors ensuring they will be at
Relay.
Encourage teams to use personal asks to invite prospective participants for next years
Relay to this years event Meet me at Relay. Walk with me at Relay. Visit me at
my tent site.
Ask the local media to build a bandwagon effect Everyone will be at Relay, you
should be, too.
Encourage retention:
Ensure an emotionally impactful Relay through solid opening ceremony, survivors lap,
luminaria ceremony (Ceremony of Hope) and Fight Back ceremony
Ensure branded event utilizing Relay For Life banners, signs, balloons, etc.
Thank you notes signed/written by cancer survivors who attended Relay
Handwritten thank you notes
Public/event recognition of efforts of teams, individual fundraisers, corporate sponsors,
media
Thank you letter to the editor
Relay thank you wrap-up meetings, celebrations, lunches, dinners, etc.
Maintain records of top fundraising teams and individuals to encourage year-to-year
competition.
Incentive program for top fundraisers: individual, team, corporate, etc.
13
MARKETING WORKSHEET
Goals (Specific / Measurable / Timeline)
1.
2.
3.
4.
5.
6.
7.
List of marketing tools available from your Division
1.
2.
3.
4.
5.
6.
7.
List of potential Community Marketing Advocates (media, corporate sponsors, teams, etc.)
1.
2.
3.
4.
5.
6.
7.
Describe your external marketing plan and tasks necessary to implement and evaluate.
Describe your internal marketing plan and tasks necessary to implement and evaluate.
14
Spokespersons and Talking Points

Whats the Story with Relay?
Below are ideas and opportunities to gain media attention for your Relay and the people who
make it happen. An asterisk (*) indicates good photo opportunities.
Survivor Stories*
All cancer Survivors have a compelling story to tell. For example: a multiple survivor family that
has formed a Relay team or a survivor who is well known to the community. Are your Relay
Survivor-volunteers willing to tell their stories about their experiences with cancer and what led
to their involvement with Relay?
Luminaria Ceremony, Survivors Lap and Fight Back Ceremony*
There are many stories and photo opportunities during these ceremonies. You can pre-package
a story for a reporter in advance. If needed, you can use a photo from last years Survivors Lap
and profile of a Survivor.
Teams*
Who are your teams? Why are they here? Do they have a personal link to cancer? Are they a
local business or community group? Have they done anything unique in terms of costumes,
themes, or Relay activity? Have they raised a large amount of money? Profiling individual team
leaders is a great way to recognize accomplishments while offering a compelling story to the
media.
Youth*
What is the youth involvement in your Relay? Is the local high school track team participating in
Relay? Are there other youth-organized teams? Why are they involved? Youth cancer patients or
survivors have great stories, too.
Local Businesses
Have any of the local businesses organized teams with interesting themes? Who has raised the
most money? Has anyone donated anything unique to your Relay?
News Announcements
Will the city make any first of its kind announcements like launching new healthcare
programs, holding the first Relay in the community or increased health education efforts?
Interesting Speakers*
Who is speaking at your Relay? Are they local celebrities or a city official or a cancer
researcher? They can drive the point home about the importance of your community getting
involved in the fight against cancer.
15
NOTE ON REQUESTS FOR TALENT If you want a recognized athlete, personality,

politician, celebrity or newsperson to speak at your Relay, please funnel your request
through your communications department at least six weeks prior to your event.
Tips for a Successful Spokesperson

Who Makes a Good Spokesperson
City officials or community leaders people that bring the community together. Note no
campaigning is allowed during an election year.
Local celebrities they can help deliver the message of the community coming together
on an issue as important as fighting cancer.
Survivors and/or loved ones of cancer patients every story is compelling and reminds
viewers and readers of the value of Relay For Life.
Local American Cancer Society staff and volunteers
Researchers what progress is being made in cancer research?
Local business people who have gotten involved in Relay For Life why is it important
for the business community to get involved?
Be Believable
Be personable. Use the interviewers name once or twice in the course of the interview. Make
eye contact. Be natural and comfortable.
Be Concise
Remember that a 10-minute interview may wind up being 20 seconds on the air or three lines in
the newspaper. Its essential to crystallize your thoughts in a few hard-hitting sentences. State
important facts first. Keep language simple.
Watch Body Language
Adopt a comfortable body position. Establish rapport, be comfortable and make the reporter
comfortable. Eye contact is the key.
Rehearse
When possible, rehearse with in advance. Keep your thoughts simple and clear. Have the person
ask questions and comment on the clarity of your answers.
Know a reporters agenda and the angle he/she is pursuing prior to agreeing to
an interview:
1. Know the format and ground rules.
2. Prepare by anticipating questions.
3. List key messages you want to get across.
4. Take the initiative to direct the interview.
5. Be responsive, but keep your answers short and concise.
16
6. Be relaxed, calm and natural.

7. Bridge from a negative topic to a positive answer.
8. Dont use jargon simplify, simplify, simplify.
9. Dont speculate or talk off the record.
10. Smile and thank the reporter.
For Television Interviews
Dont let the camera and lights intimidate you.
Talk in sound bites. Answer the question, then stop. This allows the editor to easily edit
and use portions of your interview. Run-on sentences with no clear beginning or ending
will probably end up being edited out.
Respond concisely.
Never become defensive. Buy yourself time to form a response to a tough question by
rephrasing the question first. Or, answer part of the question and then make a transition to
a topic you want to discuss.
If you dont know the answer to a question, say so. If you cant answer a question, tell the
interviewer why.
Ignore distractions and concentrate only on what you are doing and saying.
Avoid distracting mannerisms.
Look directly at the interviewer rather than into the camera.
Be yourself. Youll come off with integrity and professionalism if youre direct, honest
and natural.
Dress for the Camera
Colors: There are few limitations to what colors you can wear. However, solid-color
clothing (vs. wild patterns or stripes) is the best option, but no white shirts or blouses.
Wear something tasteful that flatters you and conveys the image you want to project.
Glasses: If you wear glasses, wear them for the interview. Do not wear sunglasses, even
if the interview is outside.
Women: Attaching a microphone to fragile fabrics is often a problem either the mic
wont hold or it bunches the clothing and looks unkempt. Wear heavier fabrics, a jacket,
or clothing with a lapel to which the mic can easily attach. Also, do not wear clanky,
noisy jewelry, such as multiple bracelets or dangling earrings or necklaces.
Men: Television accentuates the beard; if your interview is late in the day, shave just
before your appearance. Also, check the length of your socks make sure that bare legs
dont show when you sit down.
Source: JohnstonWell
17
Speaking Points
The American Cancer Society Relay For Life is an overnight celebration of life and
cancer survivorship.
Relay For Life is a unique team event designed to raise awareness about cancer and raise
funds to support the research, education, advocacy and patient services vital to the
American Cancer Societys mission of eliminating cancer.
Relay For Life is community-driven. It is a great way for the community to work together
in the fight against cancer.
Teams of people, including local businesses, friends, families, hospitals, religious
organizations and clubs gather at community sites and take turns walking laps.
Relay For Life is an opportunity to celebrate, remember and fight back. We celebrate the
lives of those who have battle cancer, remember those who we have lost to cancer and
fight back against a disease that takes too much.
One of the really wonderful pieces of the Relay For Life program is the Survivors Lap,
which kicks off the event. Each cancer survivor is introduced and all survivors complete
the first lap around the track before being joined by the other participants. Its a really
nice way for us to keep in mind why we participate in Relay For Life.
After nightfall, one of the main highlights of Relay For Life is the Ceremony of Hope, or
luminaria ceremony. Hundreds/thousands of luminaria candles dedicated to loved ones
line the track and are left burning throughout the night to remind participants of the
incredible importance of their contributions.
We leave Relay For Life with a powerful call to action to save at least one life from
cancer in the coming year. During the Fight Back ceremony, we carry a flag with us
around the final lap to symbolize our commitment.
Every dollar we raise goes toward fighting cancer. Contributions to the Relay For Life
help the American Cancer Society fight cancer in four main ways: research, education,
advocacy and patient services.
The American Cancer Society funds more than $100 million of cancer research a year.
More than two-thirds of all cancer deaths are preventable and we teach people every day
how to live healthy lifestyles and get regular check-ups.
18
The American Cancer Society's advocacy initiative strives to influence public policies at
all levels. We work to educate policymakers about cancer and how it affects the
individuals and families they represent.
The programs and services we offer people who have been diagnosed with cancer are the
bread and butter of our work. Programs like Look Good...Feel Better and Road to
Recovery are staples. But cancer survivors and their families can also call the Society at
1-800-ACS-2345, 24-hours a day, 365 days a year, and a trained cancer information
specialist will help them with information and referrals and direct them to resources in
their community. No other organization does this.
Funds raised from Relay For Life support community education and many FREE local
programs including: Look Good Feel Better, a program that teachers women how to
disguise the side effects of cancer treatment; Reach to Recovery, where breast cancer
survivors give support and guidance to newly diagnosed women and Road to Recovery, a
volunteer-driven program providing cancer patients with transportation to and from
treatment. Funds also go toward cancer research to find a cure and to advocacy efforts to
ensure cancer remains a top priority on the legislative public health agenda.
Relay For Life is the American Cancer Societys largest fundraising event, reaching
4,600 communities across the country. Relay For Life is volunteer-driven and presents a
unique opportunity for communities like ours to play an important role in the fight
against cancer. In addition to raising funds for critical research, community education and
local programs for cancer patients and their families, Relay For Life is an event to honor
the survivors in our community and remember friends and loved ones that weve lost to
the disease.
There are more than [XX] Relay For life events happening throughout the [Region]. Our
Relay For Life event will host more than [XX] teams representing local businesses,
community groups and individuals. We hope to raise more than $[XX]. To find out about
other Relays, please call 1-800-ACS-2345 or visit www.relayforlife.org.
The American Cancer Society is the nationwide community-based voluntary health
organization dedicated to eliminating cancer as a major health problem by preventing
cancer, saving lives and diminishing suffering from cancer, through research, education,
advocacy and service a national voluntary organization that fights cancer through
community and patient services, education, research and advocacy.
19
20
Your Donations Journey

Where does the money go?
In the broadest sense, all the money we raise goes to eliminating cancer as a major health
concern through our work in research, advocacy, education, and service.
The fiscal year 2006- 2007 unaudited figures show that the National headquarters of the
American Cancer Society spent 15 percent of its income on research and 56 percent on
prevention, early detection and treatment programs and patient support services.
Fundraising accounted for 22 percent and administrative costs accounted for 7 percent.
In fiscal year 2006-2007, the California Division raised $110 million and spent $110
million dollars in the fight against cancer. Approximately forty cents of every dollar
raised through unrestricted contributions and legacies is sent to the National Home Office
(NHO). In fiscal year 2006-07, 38% of funds raised was spent on California-based
programs and services, 20% went to fundraising, and 5% covered administrative costs.
Both NHO and the California Division have an independent audit each year. The
American Cancer Society meets or exceeds all of the rigorous and accepted standards of
the two major charity watchdog organizations: the National Charities Information Bureau
(NCIB) and the Philanthropic Advisory Service of the Council of the Better Business
Bureaus, Inc. (CBBB).
Will my donation stay in my local community?
The California Division sends approximately 40 cents of each dollar raised through
unrestricted contributions and legacies to the Societys national headquarters, where its
used to fund cancer research; free nationwide services like our toll-free cancer
information number, 1-800-ACS-2345, and the Web site, www.cancer.org; cancer
education, and our many free programs. Thirty-eight percent of the remaining money
supports local community programs throughout California.
Although there is not a direct correlation between the money raised at local events and
the amount of free education and services delivered to a community, our commitment to
eliminating cancer as a major health concern means that we provide free support and
services to all communities, including those that are medically underserved or have
higher risk factors or incidence for certain cancers. To put it another way, if your
community could not afford to donate to the American Cancer Society, our programs and
services would still be available for you.
21
Media Relations
Your American Cancer Society communications departments can help support your Relay For
Life with public relations, graphics support and media sponsorship guidance. Generally, you and
your communications committee should meet with your appropriate communications staff
months before your Relay to create a public relations timeline and to determine roles in obtaining
media interest in your event. The following outlines the various definitions of media and the
suggested process for getting the spotlight to shine on your Relay.
Media Sponsorships
A media sponsorship involves an exchange of assets. The media partner agrees ahead of time to
give a certain amount of exposureair-time or print space, use of their personalities, etc. in
exchange for guaranteed exposure from the American Cancer Society at Relay For Life, on event
posters, T-shirts, brochures and promotional materials.
A sponsorship usually involves recognition as the exclusive category sponsor for the American
Cancer Society event. Generally, your regional communications department will negotiate these
sponsorships for the entire region.
Before you solicit local media sponsors, check with your American Cancer Society
communications department. Generally, you can obtain local media sponsors if they do not
compete with regional sponsors. However, you must give regional media sponsors some
attention and appreciation. Save room for their logos on your collateral: T-shirts, newsletters,
flyers, posters and other materials.
Earned Media Versus Donated Media
Earned media is coverage for your event from a news outlet that does not expect anything in
return. Generally, Society communications staff or volunteers pitch the story.
Donated media is free public service announcement or ad space donated by a media outlet with
no expectation of getting anything in return. These ads will include the Societys 24/7 800number and Web site.
Why not use the local information? We use generic information so every Relay in a greater
metro area can benefit from advertising, as opposed to advertising only one Region. Today, with
people living in one region and working in another, it makes sense to produce generic ads that
service greater areas. Theatre screens, billboards and Relay banners on certain Web sites are
other examples of donated media.
22
Regional Versus Local

A regional media is any outlet that crosses American Cancer Society regions in multiple
communities, cities, counties and other areas. This applies to all major daily newspapers, radio,
television and Web sites. Local media, on the other hand, are publications and outlets that reach
one specific community.
Funnel requests or ideas through your communications department when considering
opportunities for Relay For Life information or logos to be used on a local Web site.
Guidelines for Contacting the Media
Volunteers and staff should share media contacts, media communications materials and
identify how and when media contacts will be targeted.
Volunteers and media staff should have regular contact to discuss promotion strategy and
review which members of the press are being contacted to promote Relay For Life. This
ensures reporters/editors do not receive multiple pitches about the same event.
Volunteers and staff should use standard Society Relay For Life calendar listings/media
alerts when communicating with a personal media contact. Such communications should
contain certain information, such as the Societys mission, Web site, toll-free number and
media contact.
Releases to media should always include information about multiple Relay events
covered in that media market. Those releases should not be altered.
Media Coverage
Media coverage (earned media) ranges from event listings in the community calendar to feature
stories profiling local Survivors or people in the community.
Why Is It Important To Relay For Life?
Earned media is a great way to recruit teams and recognize exemplary volunteers and courageous
survivors while communicating the value of Relay in the fight against cancer. The best part of
all: It is absolutely free of charge.
What Is What?
Calendar listingsMany newspapers and community cable TV stations have a section
dedicated to informing people about whats going on in the community. Calendar listings
23
generally need to be submitted at least two weeks in advance and sometimes as far out as a
month in advance of the event. Unless you are familiar with the publication, be on the safe side
and send it out four weeks in advance.
Calendar listings are great for recruiting volunteers and teams and getting the community to
come to your event. Include all relevant informationdate, time, place, food, free admission,
entertainment and a daytime phone number for people to call for more information.
Follow-upA day or two after youve faxed the information call the calendar editor (if
there is oneotherwise ask for the editor/community editor) and let him/her know about
your event and ask if they can include it in their community calendar.
Volunteer recruitment press release/public service announcementsSimilar to a calendar
listing, sending out the volunteer recruitment press release will help you get the word out that
you are looking for volunteers. In addition to local newspapers, company newsletters are also
great outlets if they accept submissions.
Follow-upNo follow-up needed.
Public service announcement (PSA)Accompanied by pitch letter, a PSA can help recruit
teams, volunteers or just get the word out about your event. PSAs for radio will usually be in the
form of a live-read where the radio personality will read a scripted blurb about your event. For
newspapers, it is a general ad for the event. Check with your regional director to determine your
PSA needs.
Follow- upCall the outlet(s) to determine if they will use the PSA.
Event press releaseA press release provides a bigger picture of the event and details its
significance to the community. It also serves as a team recruitment tool. Include all of the
relevant information that would compel the media to cover your Relay. Dont forget to send it to
company newsletters. Send this release two to three weeks in advance.
Follow- upTwo to three days after youve faxed the press release, call and ask for the
editor (if you are calling a smaller, community newspaper, they will likely have one
primary editor). Ask for the assignment editor if you are calling a larger outlet. Tell them
about your event in compelling, visual terms and ask if they will be able to send a
reporter or photographer.
Media advisory/alertA media alert is a reminder to the media about your event. This should
be a concise one-pager that answers the Five Ws: Who, What, When, Where and Why. The
Why is a very important onewhy would the publications readers want to know about this?
This should be sent a few days in advance of your Relay.
24
Follow- upBecause the media advisory is sent out closer to the event, the media
usually will have a better idea if they can send a reporter or photographer to cover it. A
day before the event, call the editor/assignment editor and ask if they plan to send
anyone. If no reporters are available, ask if it would be possible to send a photographer
you have some great photo opportunities such as (you fill in the blank).
Letters to the editor/photosBecause newspapers have limited resources and cant be
everywhere to cover every event, sometimes a good letter to the editor thanking the community
for coming together and letting them know how much money was raised is a good way to receive
post-event coverage. Let them know how people can get involved in another upcoming Relay
event in your area or how to get involved in next years event. Also, sending compelling photos
from the event is another way to get coverage. These should be sent as soon as possible after the
event.
Follow- upNo follow-up is needed.
Generating Coverage through Feature Stories

One way to generate media coverage is to encourage reporters to write about something special,
unique or exciting about your Relay. Inspiring stories of individual participants or survivors are
great ways to portray all that Relay For Life means to your community.
Types of Stories
NEWS STORIES stories which readers need to know about right away.
FEATURE STORIES stories that run one day just as well as they would the next.
PSA - or Public Service Announcement. A short message that offers the audience
information and/or guidance on an issue of concern.
Tips for Pitching the Story
Invite media to accompany a long-time volunteer as they walk around the track.
Invite media/civic personalities to join in with volunteers, individuals, clubs or
organizations that are fundraising for Relay.
Look for Special TV and Radio Programming Opportunities
TV and radio stations have many types of programs that may feature Relay and American
Cancer Society spokespersons.
TV and radio stations have local newscasts morning, noon and evening.
Some TV and radio stations have local talk show programs that could feature a cancer
survivor/volunteer.
25
Say It with a T-Shirt

Deliver a Relay T-shirt and press release to TV anchors, radio personalities and/or newspaper
reporters. Follow up with a phone call to bring Relay to the top-of-mind of the reporter.
Thank the Media
Send a thank you note to any media who worked with you on a story. Be sure to let them know
how their story helped raise awareness about the fight against cancer.
Tips for Working with the Media

Deciding to work exclusively with one media partner or choosing to work with multiple
media partners needs to be assessed on an event-by-event basis.
Smaller events would most likely benefit with an exclusive relationship where the Relay
For Life may not be huge news yet. Larger events would most likely benefit from
working collaboratively with all the local media. In this instance, the event has already
proved that it is newsworthy and the media already is interested in covering the event.
Offering media the opportunity to participate in the event itself will result in broader
coverage.
If the committee decides to use an exclusive media sponsor, your contract should contain
a complete listing of airing times and all other negotiated points.
The following suggestions are for general media campaigns using all media but may be adapted
for an exclusive sponsor.
Identify Key People to Send Your Release
Health reporter
Calendar of events editor
Society page reporter
Lifestyle reporter e.g. volunteering
Business reporter e.g. fundraising/corporate
Ask volunteers if they have a contact
Pitch the Relay For Life Story to the Media
Write the press release and fax or email it to the media.
Write the release targeted to a topic of interest of a specific reporter.
Provide background information.
Provide survivors or committee members for reporters to talk with; reporters want to talk
to real people.
Think of photo opportunities.
26
Follow-up Phone Calls to Reporters

You can follow up your news release with a phone call to the reporters. They receive
many releases a day. You need to make that personal contact.
Yes, you can leave a voice mail. Ask them if they have any questions or if they would
like to schedule a meeting.
Newspaper Supplements
Supplements are the special inserts included in the newspaper that focus on a special
topic. Learn what your paper has. If there is a special supplement on health, cancer, or
outdoor activities," it would be a perfect opportunity to pitch the Relay For Life.
Golden Rules of Media Relations

Successful earned media is not the result of any one thing. It is the combination of timing,
understanding the outlets audience and knowing what elements a reporter needs to do a good
story. Remember the following when working with your local media:
Know the outletRoutinely read your local community newspaper to understand the
types of events and stories its writers are interested in reporting. Often, youll see a
similar article and that particular writer might be a good starting point for you to contact.
Think biggerDoes this outlet only cover events happening in your city or does it cover
neighboring towns as well? If it has a broader reach, make sure the information you
provide is appropriate and keeps the bigger picture in mind. For example, there may be a
Relay in a neighboring city the weekend following yours. If it is too late to get involved
with your Relay, let the reporter know that people can find out how to get involved with
the next one by calling 800/ACS-2345.
Establish and build relationshipsBuilding positive relationships with the media
means knowing what reporters are writing about and approaching them when your story
idea or Relay spokesperson is appropriate and newsworthy. Community
TV/radio/newspapers have small staffs and you can become a resource in providing them
with a great story.
Remember deadlinesKnow what day the newspaper is published and when the
reporter needs to turn in his/her story. If youre not sure, just ask. Plan in advance,
especially if you are planning any pre-Relay events or rallies. Find out the best time to
call the reporterusually morning is best. Ask to be sure.
Fax machines dont know PRFaxing a press release wont guarantee you press
coverage. But following up with the reporter/editor by phone and explaining what is so
compelling about this event and why readers/viewers/listeners would be interested will
increase the chance that your press release will get noticed. Always ask if they have a
27
minute to talk and be concise and to the pointsay the important points in the first 10-15
seconds. Explain why this event is important to readers and the community.
Be creativeLearn what reporters are writing about or what types of story angles
interest them. For example, Reporter Smith isnt interested in writing about how Relay is
helping to raise money in the fight against cancer, but he does cover a lot of city councilrelated events. Do you happen to have a city council member participating in Relay?
Guidelines for Why I Relay article

Community newspapers may be receptive to receiving a Why I Relay article authored by a
cancer survivor or caretaker. These articles are great vehicles for telling the personal stories
behind why people Relay. The content should reflect a survivor or caretakers personal
experience with cancer as well as provide people information on how readers can get involved in
Relay.
If a publication would like a Why I Relay article, be sure to ask for specifics:
What will the word count be? Depending on the publication, Why I Relay articles can
be anywhere from 300 to1000 words in length.
What is your deadline? Make sure you have plenty of time to write your article and allow
time to have it reviewed and edited. Let your communications staff know you are
working on an article and what your timeline is.
When will the article run? Keep your eye out for the article and get a copy for your
archives. Also let communications staff know when the article runs.
Following is a guide to help you plan, organize and write an effective Why I Relay article as
well as examples of published articles.
SECTION 1: Telling your personal story
The introduction of your article should focus on your personal experience as a cancer survivor or
caretaker. Your lead paragraph should be no more than four concise sentences; for example: My
name is Jane Doe and I am a cancer survivor. My mother and both of my aunts had breast
cancer, but for some reason I never thought it could happen to me. All I could think about when
my doctor told me I had breast cancer was how hard it was going to be to tell my husband.
Use this section as an opportunity to tell your story what you learned about yourself, your
family and friends, what you learned about cancer as a disease and how your experience affected
your life.
28
Consider the following questions to help frame this section:

What was the date of your or your loved ones cancer diagnosis and how did it make you
feel?
What type of cancer were you or your loved one diagnosed with and how was it found?
What treatment did you or your loved one go through (broad terms only, example
surgery, chemo, radiation)?
Where were you or your loved one treated?
What is the biggest lesson you have learned from your cancer diagnosis or from taking
care of someone with cancer?
What was the hardest part of your cancer struggle or the hardest part of taking care of
someone with cancer?
What was your greatest inspiration in your fight against cancer and why? What kept you
going?
SECTION 2: Telling your Relay story
The second part of the article should connect your personal cancer experience with the American
Cancer Society Relay For Life. Talk about how your experience motivated you to participate in
Relay and how Relay has affected you and your family. Ask yourself:
Did you access American Cancer Society resources during or after your experience with
cancer?
How long have you been involved with American Cancer Society Relay For Life and
where do you Relay?
How did you feel the first time you attended Relay?
How do you think Relay affects your community?
How would you describe Relay in 2-3 sentences?
Have you held leadership positions with Relay For Life?
What is your fundraising goal?
29
What is your favorite part of Relay for Life?

Other than Relay For Life, have you had any other experience with the American Cancer
Society (i.e. attended a Look Good Feel Better session or volunteered as a Road to
Recovery driver)?
SECTION 3: Provide a call to action
Close your article by reiterating why you Relay. Keep this statement to one or two sentences, i.e.
I Relay in the hopes that people fighting cancer will always be able to depend on the American
Cancer Society to provide the support and resources they need, or I Relay because I know my
contributions to the American Cancer Society will fund research that will make the fight against
cancer easier for future generations.
This would also be a great place to talk about where money raised at Relay goes and provide
details about your local Relay and the other Relay events in your area.
Once you have written your article, be sure to check and re-check for grammatical and spelling
errors. Finally, send your article to the communications staff in your area for review and edits.
Text Standards
Event Name:
American Cancer Society Relay For Life
Short Event Name:
Relay For Life (Relay)
Plural Event Name:
Relays
Always capitalize the F in Relay For Life.
Stylistic manuals support the capitalization of brand or trade names. It is not uncommon in
advertising and journalistic writing to capitalize certain key words for emphasis. The marketing
benefit of capitalizing the F is a stronger presentation of the event name.
Use American Cancer Society as often as possible when referring to Relay For Life.
Luminaria Ceremony:
A luminaria is a paper sack filled with about an inch of sand supporting a lighted candle and is a
southwestern tradition. Do not use luminary or luminaries.
30
Corporate Sponsorship/Local Identification Standards

A corporate sponsors name should appear after the event name.
The American Cancer Society Relay For Life presented by XYZ Company.
The American Cancer Society Relay For Life sponsored by XYZ Company.
A communitys name should appear after the event name.
The American Cancer Society Relay For Life of Jefferson Township.
A corporate sponsors name should never appear before American Cancer Society Relay For
Life.
Do not use XYZ Companys Relay For Life.
Do not use XYZ Companys American Cancer Society Relay For Life.
Do not use XYZ Company presents the American Cancer Society Relay For Life.
A communitys name should never appear before American Cancer Society
Relay For Life.
Do not use Jeffersons Relay For Life.
Do not use Jefferson Townships American Cancer Society Relay For Life.
Do not use Jefferson County presents the American Cancer Society Relay For Life.
Imagery
Imagery plays an important role in enhancing our identity. It impacts the quality, look, and feel
of our communications. It is important that we capture the strength, spirit and action that
differentiate the Society. We must show the passion that touches all those who come into contact
with our brand whether that person is a patient, survivor, volunteer, donor, researcher or Relay
participant.
Our imagery falls into three basic styles of photography: action, close-up and metaphorical.
These images, together with the focus box motif, reinforce the strength, spirit and action of all
constituencies of the American Cancer Society.
Basic Guidelines for Selecting Images
Ideal images:
Speak to strength, spirit and action
Show interaction between two or more objects, be it person to person, object to person or
object to object
Show average, everyday people of all ethnicities, ages and backgrounds
Are bold, cropped-in
Are crisp and clear, uncluttered
31
Can be blurred if showing speed or motion

Are emotional, direct and dominant
Have unexpected content (i.e., think of the result of not smoking, like the ability to
breathe easily and run or a clear sky, rather than simply a picture of a cigarette)
Have unexpected or dynamic angles
Can be documentary
Images should not be:
Posed or obviously staged
Far away, or with the main image not dominant
Soft focus
Monotone, duotone, or heavily manipulated
Silhouetted - always include backgrounds
Note: Royalty-free imagery is available from the Downloadable Assets section of BrandWizard.
Please read and understand usage and licensing information before downloading images.
Suggested Relay For Life Marketing and Media Relations

Timetable
9 Months Before Event
Recruit communications committee.
Develop your specific communications plan for the Relay.
Work to secure Relay media sponsors.
Print event brochures and posters and distribute.
5 to 6 Months Before Event
Focus on public relations activities geared toward team and volunteer recruitment.
Begin pitching and running PSAs.
Focus on public relations activities geared toward cancer survivor recruitment.
Begin developing human interest stories about participants for possible feature stories.
Pitch human interest stories to local media with assistance from communications staff.
1 Month Before Event
Focus on public relations activities geared toward luminaria sales and the survivors lap.
Send calendar listing to applicable newspapers.
Send op-ed piece and letters to the editor to appropriate newspapers.
32
3 Weeks Before Event

Send press releases with local story angles to community newspapers/broadcast outlets.
Send out Honorary Chair and speaker news release(s).
2 Weeks Before Event
Send event news release and work on getting media coverage at event.
Prepare media kits for event, if need.
3 Days Before Event
Follow-up with key local media and pitch different angles for day of event stories.
Day of Event
Work with communications and Relay staff members to coordinate media needs during
the event. Prepare appropriate event spokespeople to handle media interviews.
Take photos at event, if needed.
Post-event (within a week)
Write and distribute final news release with Relay results.
Write thank you notes to all media who covered event.
Send wrap-up letters to the editor.
33
Planning Your Marketing Timeline

Timing is Everything
WHAT
WHEN
WHO
Beginning of Relay season pitching begins,

highlighting your Relay and promoting
additional Relays and overall message to
top tier media outlets
Ten weeks in advance
Region
Communications
Identify community media outlets to pitch
Six weeks in advance
Volunteers/unit staff
Region
Communications to
lend assistance as
needed*
Send out volunteer/survivor recruitment

press release if needed
One to two months

before event
Send out calendar listings to community

newspapers, newsletters and local TV/radio
One month before event

(average lead time is 3
weeks)
Send out recruitment press release to

company newsletters
One month before event
Volunteers
Send out press release with local story

angles to community newspapers/broadcast
outlets
Three weeks before

event
Send out media advisory about local Relay

and follow up with community media
One week before event
Designate representative to handle any

media at event Identify possible
spokespeople and photo opps prior to
event. Prepare speaking points.
Day of event
Designate someone to take pictures at

event to send to media
Day of event
Send letters to editor (signed by event chair,

lead volunteer, cancer survivor) to local
media
One to three days after

event
34
At Relay For Life

Photographer Shot Sheet
If you are going to have someone take pictures at your event, we recommend you give them this
shot sheet. It will help them capture the essence and diversity of Relay For Life. By following
these guidelines (provided by the California Division Corporate Communications Department),
you increase your chances of having your photos published in Relay calendars, picture shows
and other collateral.
Objective
Provide a professionally produced visual marketing tool that includes multiple images that
clearly reflect the diversity, emotion and community collaboration of a Relay for Life event.
Visual Tone
The closely -cropped images should communicate a sense of emotion, passion, and excitement
and understanding of the event through candid "slice of life" or "day in the life" type shots. The
images should reflect the essence of the event with passion, hope, courage, collaboration,
reflection and fun. Photos should stimulate, motivate and communicate a sense of a purpose and
unity that comes from joining together for an important cause.
Diversity
Regardless of the photo categories, images should reflect the diversity of the event. (age, gender,
ethnicity, socioeconomic, disabilities, etc.) Ensure (as appropriate) certain shots include Relay
for Life logo (caps, T-shirts, mugs, etc.).
Shot Sheet
Tent City
o Unique camp sites (many sites have a fun theme, or a unique look)
o Families/company teams (cooking, playing games, sleeping, etc.)
o Corporate team
o Family team
o Survivor team
o Ethnic team
o Include Relay for Life signage/gear in shots as appropriate
Survivors
o Survivor Lap (before, during and after)
35
o
o
o
Hugs, tears, holding hands, hope, joy, reflection

After Survivors take their lap, everyone is invited on to the track (shot of large
group moving towards the camera).
Survivors may be wearing medals, ribbons, sashes, etc.
Luminaria
o Hope/cure words created in the bleachers with the luminaria
o Participants (family, child, spouse - tears, hugging, reflection, etc.)
o Close-up of messages on the bags
o Lighting of luminaria
Fight Back Ceremony
o Pledge cards being signed
o Field of flags representing the commitment to save a life from cancer
o Participants holding their flags of commitment
General Shots
o Participants moving along the track (walking, jogging, piggyback, wheel chairs,
strollers, etc.)
o Cancer patients who are currently going through treatment (hair loss)
o Dancing
o Eating
o Hugging
o Playing (volleyball, frisbee, cards, board games, etc.)
o Holding hands
o Fun/family/company/community
o People cheering others on
o Celebrities/personalities/sports figures that would be recognized statewide (Olivia
Newton-John, Rick Springfield, etc.).
Volunteers
o Registration
o Taking money
o Filling the luminaria bags with sand/writing messages on the bags/lighting the
bags
o Other - TBD
Mission Delivery
o Information tent/display/booth/table/etc.
o Participants eating healthy food (fruits/vegetables/etc.)
o Mission Delivery signage (track signs, etc.)
o Advocacy (filling out Action Network postcards)
o Interactive shot with Mission Delivery volunteer/participant reviewing cancer
information on a laptop
o Mission Delivery volunteer speaking with participant(s)
36
Emcee Cancer Facts

Stage Announcements
Lung Cancer
Lung cancer remains the number one cancer killer of men and women. Lung cancer alone kills
more than 13,000 Californians reach year, more than prostate, breast and colon and rectum
cancer combined.
What is the number one thing people can do to reduce their risk of developing lung cancer?
QUIT SMOKING! Smoking is the most preventable cause of death in our society and is
responsible for about 30 percent of all cancers.
So if you smoke, stop. If you are around someone who smokes, ask them to put it out, if not for
their health, then for yours. And if you know a young person who smokes, tell them it doesnt
make them look as cool as they think.
For more information lung or tobacco-related cancers, local smoking cessation resources, or the
Societys Teens Kick Ash! Campaign, please call the American Cancer Society at 1/800-ACS2345 or visit www.cancer.org.
Prostate Cancer
Prostate cancer is the most commonly diagnosed cancer among men, particularly among African
American men. Age and race both play a role in increasing risk of developing the disease.
This year in California alone, roughly 22,600 men will be diagnosed with prostate cancer and
over 2,900 will die from the disease in 2008. If caught early enough, the survival rate is almost
100 percent.
The American Cancer Society recommends that men talk with their doctors about beginning
annual prostate-specific antigen (PSA) testing and digital rectal exams (DRE) beginning at age
50. Men at high-risk such as African American men or those with a family history of the disease
should begin testing at age 45.
For information about local prostate cancer education and support services like our Man to Man
program, please call 1/800-ACS-2345 or visit www.cancer.org.
Breast Cancer
Breast cancer is the most common cancer among California women. This year more than 21,000
women in the state will learn that they have breast cancer and more than 4,200 will die from the
disease in 2008. Age and family history both play a significant role in assessing risk of
developing the disease.
37
To reduce your risk, the American Cancer Society recommends maintaining a healthy weight,
adopting a healthy diet, and exercising regularly. Women between the ages of 20-39 should have
a clinical breast exam by a doctor or nurse every three years. Women 40 and over should have an
annual clinical breast exam followed by an annual mammogram. Monthly breast self-exams are
optional.
In our community, the American Cancer Society has programs like Reach to Recovery, a peerto-peer support program and Look GoodFeel Better, a service to help women build self-esteem
while undergoing treatment. These programs are designed to support women affected by breast
cancer and their families so that no one is left to fight the battle alone.
Colon Cancer
Colon and rectal cancers are the third most commonly diagnosed cancers among California men
and women. More than 14,000 Californians will be diagnosed this year with colorectal cancer
and an estimated 5,000 will die in 2008. This disease often will not show symptoms until it is in
an advanced stage.
The good news is that this is the most preventable form of cancer through regular screening. The
American Cancer Society recommends that men and women, beginning at age 50, choose one of
the following screening programs:
Colonoscopy every ten years; or
Fecal occult blood test (FOBT) and flexible sigmoidoscopy every five years; or
Double-contrast barium enema; or
Flexible sigmoidoscopy every five years; or
A yearly fecal occult blood test, and although this method is not preferred, it is still
acceptable.
Men and women with a family history colorectal cancer or polyps, a personal history of
inflammatory bowel disease, or those with a high fat, low fiber diet or sedentary lifestyle, should
talk to their doctors about beginning a screening program before age 50.
Live Right, Exercise, Live Longer!
Most of us know the main benefits of eating healthy and exercising regularlywe look better
and we feel better. But did you know that eating a low fat, high fiber diet and getting at least 30
minutes of exercise a day could help you live longer?
Studies show that obesity, poor diet, and lack of exercise are responsible for about 35 percent of
all cancer deaths. So if you knew there was something you could do to reduce your risk of
developing cancer, wouldnt you do it? Well, heres how:
38
The American Cancer Society recommends that you eat five or more servings a day of fruits and
vegetables; eat breads, cereals, grain products, rice, pasta or beans each day; and choose low fat,
high-fiber foods. It is also important to limit your consumption of meats, especially high-fat
meats and limit alcohol consumption. It is also recommended that you get at least 30 minutes of
physical activity a day which can be as easy as working in the garden or taking a walk.
More information about living healthy can be found at www.cancer.org or by calling 1/800ACS-2345.
Appendix
1.
Media Samples (Appendix pages 1-57)

Download editable versions of all Community Marketing Media Samples in this
appendix from RelayForLife.org on the California Committee Materials Page.
39
Community Based
Marketing
Handbook Media
Samples Appendix
News Releases, Announcements and More ............................................................... 3

Press Kits ..................................................................................................................................3
Event Fact Sheet.......................................................................................................................4
GENERAL EVENT SAMPLE MEDIA ALERT............................................................................5
TEAM REGISTRATION SAMPLE NEWS RELEASE................................................................6
VOLUNTEERS NEEDED SAMPLE NEWS RELEASE .............................................................8
FIRST YEAR SAMPLE NEWS RELEASE ..............................................................................10
10th ANNIVERSARY SAMPLE NEWS RELEASE..................................................................12
COMMITTEE MEETING SAMPLE NEWS RELEASE.............................................................14
COMMUNITY SAMPLE NEWS RELEASE .............................................................................16
SPONSOR RECRUITMENT SAMPLE NEWS RELEASE ......................................................18
HONORARY CHAIR ANNOUNCMENT SAMPLE NEWS RELEASE .....................................19
RESEARCHER AND RELAY SPEAKER SAMPLE NEWS RELEASE ...................................21
CALENDAR LISTING SAMPLE ..............................................................................................23
PSA SAMPLE PITCH LETTER ...............................................................................................25
LIVE READ SAMPLE PSAs ...................................................................................................26
SURVIVOR LETTER TO EDITOR ..........................................................................................28
SURVIVORS LAP SAMPLE NEWS RELEASE ......................................................................29
LUMINARIA CEREMONY SAMPLE NEWS RELEASE ..........................................................30
FIGHT BACK CEREMONY SAMPLE NEWS RELEASE ........................................................32
PHOTO OP SAMPLE ALERT .................................................................................................34
GENERAL AMERICAN CANCER SOCIETY NEWS RELEASE .............................................35
RESEARCH SAMPLE NEWS RELEASE ...............................................................................37
SAMPLE ADVOCACY RELEASE ...........................................................................................39
OP-ED PIECE SAMPLE..........................................................................................................41
PRE-EVENT LETTER TO THE EDITOR WITH VOLUNTEER REQUEST.............................42
PRE-EVENT LETTER TO EDITOR FROM RESEARCHER ...................................................43
PRE-EVENT LETTER TO THE EDITOR SAMPLE.................................................................44
RELAY FOR LIFE SAMPLE PROCLAMATION ......................................................................45
RELAY FOR LIFE ANNOUNCEMENT SAMPLE NEWS RELEASE.......................................46
KICKOFF SAMPLE ALERT.....................................................................................................48
WRAP-UP SAMPLE NEWS RELEASE ..................................................................................49
ACS RECOGNIZES EVENT SAMPLE NEWS RELEASE ......................................................51
PAINT OUR TOWN PURPLE SAMPLE NEWS RELEASE.....................................................53
PAINT OUR TOWN PURPLE SAMPLE PROCLAMATION ....................................................55
POST EVENT LETTER TO THE EDITOR SAMPLE...............................................................57
News Releases, Announcements and More

Press Kits
A press kit is a great tool that you can give to media before or during your event. The contents of
a press kit serve as a comprehensive overview of the American Cancer Society Relay For Life,
including select press materials and collateral. Template press material is available in the
following pages and your staff partner will be able to provide collateral material mentioned.
To create a press kit, start with a Relay For Life folder. Following are recommendations for
contents:
Right Pocket (from front to back)
General Event Media Alert, see page 50
Local Event Fact Sheet, see page 51
General Relay For Life News Release following are recommended (choose one)
o Community Sample News Release, see page 57
o Relay For Life Announcement News Release, see page 89
o Wrap-Up News Release, see page 92
o ACS Recognizes Event News Release, see page 94
General American Cancer Society Release, see page 78
Left Pocket (from front to back)
Relay Brochure
Cancer Resource Network Brochure
American Cancer Society California Division Cheat sheet (one-sheet)
Event Fact Sheet

LOCAL FACT SHEET SAMPLE delete any lines that are not applicable
American Cancer Society Relay For Life of INSERT COMMUNITY Fact Sheet
Event Name: American Cancer Society Relay For Life of INSERT COMMUNITY NAME
Event Date: INSERT DATE
Event Location: INSERT LOCATION
Event Chair: INSERT NAME, CITY OF RESIDENCE
Co-Chair: INSERT NAME, CITY OF RESIDENCE
American Cancer Society Staff Partner: INSERT NAME, AMERICAN CANCER SOCIETY
OFFICE
Event Sponsors: INSERT BUSINESS NAMES
Participant Goal (or actual # of participants): INSERT NUMBER
Number of Participants last year: INSERT NUMBER
Team Goal (or actual # of teams): INSERT NUMBER
Number of Teams last year: INSERT NUMBER
Fundraising Goal (or actual $ raised): INSERT AMOUNT
Commitments to Fight Back Against Cancer Made (est. or actual at Fight Back Ceremony):
INSERT NUMBER
Year of the first Relay in this Community: INSERT YEAR
Funds raised since the first Relay in this community: INSERT AMOUNT
Past Awards won by this Relay For Life of INSERT COMMUNITY: INSERT AWARD
NAMES
GENERAL EVENT SAMPLE MEDIA ALERT

MEDIA ALERT
NAME, PHONE NUMBER
American Cancer Society Relay For Life of INSERT

COMMUNITY Fights Back Against Cancer!
WHAT:
Relay For Life is a fun and unique 24-hour event to increase cancer awareness in
(COMMUNITY]) while raising much-needed funds for the American Cancer
Societys programs and services. Teams composed of up to 12 people formed by
local businesses, community groups and individuals raise funds prior to the event.
At the Relay, team members take turns walking or running around a track, relaystyle and enjoy fun activities and entertainment off the track.
WHEN:
[LOCAL DATES AND TIMES]
WHERE:
[LOCATION-name of venue, street address/cross street, city]
WHO:
Relay For Life is the American Cancer Societys signature event, held in more
than 4,800 communities across the country. In California, more than 300
communities will host Relay For Life events. INSERT NUMBER community
members on INSERT NUMBER teams are expected to participate in the event
this year.
WHY:
Relay For Life celebrates those who have survived cancer, remembers those who
have lost the battle and gives communities an opportunity to fight back against a
disease that takes too much. Funds raised go to the American Cancer Societys
lifesaving research, advocacy, education and free support services.
ABOUT:
The American Cancer Society is dedicated to eliminating cancer as a major health

problem by saving lives, diminishing suffering and preventing cancer through
research, education, advocacy and service. Founded in 1913 and with national
headquarters in Atlanta, the Society has 13 regional Divisions and local offices in
3,400 communities, involving millions of volunteers across the United States. For
more information, call 1-800-ACS-2345 or visit www.cancer.org.
###
TEAM REGISTRATION SAMPLE NEWS RELEASE

For Immediate Release
NAME, PHONE NUMBER
Register Your American Cancer Society

Relay For Life Team Today
(CITY), Date The American Cancer Society Relay For Life of (COMMUNITY) is just around
the corner. Register your team today by calling the American Cancer Society at (LOCAL
PHONE NUMBER). This celebration of life brings the (COUNTY) community together in a
unified effort to celebrate the lives of those who have faced cancer, remember loved ones lost
and fight back against the disease.
Former and current cancer patients and caretakers, those who have lost a loved one to
cancer, families, businesses, civic organizations and the public are invited to take part in this
exciting team event. Relay For Life takes place from (TIME) on (DATE) until (TIME) on
(DATE) at (LOCATION).
The American Cancer Society Relay For Life is a family-oriented event where
participants enjoy the camaraderie of a team and also raise funds to help eliminate cancer.
Participants camp out at the Relay site, and when they are not taking their turn walking, they take
part in fun activities and enjoy local entertainment. The event helps communities celebrate those
who have faced cancer, remember loved ones lost and fight back against the disease.
Teams from companies, churches, organizations, hospitals, and schools collect donations
and can win individual and team prizes for their efforts.
Relay For Life brings the progress against cancer to the forefront, said (NAME), event
chair. Many participants are our family, friends, and neighbors who have dealt with cancer
themselves. Their involvement is proof of the progress that has been not only reducing death
rates, but also in the quality of life following cancer treatment.
The funds raised enable us to continue our investment in the fight back against cancer
through research, education, advocacy, and patient services, said (NAME). Thanks to the
generosity of corporate sponsors like (SPONSOR NAMES), the money raised by participants
goes directly to the American Cancer Societys lifesaving programs.
Information about how to form a team or become involved in Relay For Life is available from
the American Cancer Society at (LOCAL PHONE NUMBER) or online at
www.RelayForLife.org.
problem by saving lives, diminishing suffering and preventing cancer through research,
education, advocacy and service. Founded in 1913 and with national headquarters in Atlanta, the
Society has 13 regional Divisions and local offices in 3,400 communities, involving millions of
volunteers across the United States. For more information, call 1-800-ACS-2345 or visit
www.cancer.org.
###
VOLUNTEERS NEEDED SAMPLE NEWS RELEASE

NAME, PHONE NUMBER
Volunteers Needed for American Cancer Society Relay For Life

(City or County name), Date - Walkers, cancer survivors (anyone who has ever been diagnosed
with cancer), community leaders, team captains and hard workers are all needed to make the
American Cancer Society Relay For Life a reality in (CITY). The first volunteer committee
meeting for the American Cancer Society Relay For Life will be held on (DATE, TIME AND
LOCATION) to begin planning the event designed to raise funds and awareness of the fight
against cancer in (COMMUNITY/REGION).
Relay For Life is a unique fundraising event that allows participants from all walks of life
including patients, medical support staff, corporations, civic organizations, churches and
community volunteers celebrate the lives of those who have faced cancer, remember loved
ones lost and fight back against the disease. Relay For Life is a team event where participants
walk around a track relay-style overnight. Teams of cancer fighting enthusiasts will gather at
(LOCATION, DATE) to show their support and dedication. Volunteers from the (NAME)
community are needed to begin planning now for this event.
"Relay For Life is as much an awareness raiser about the progress against cancer as it is a
fund raiser," said (NAME), (TITLE OF SPOKESPERSON). "Individuals who are willing to give
their time and energy to this exciting event, as a volunteer or participant, have made a
commitment to fight back against this disease and let the community know that you can beat
cancer.
Volunteers are needed to organize and recruit teams; seek community support; and
underwrite, coordinate logistics, find refreshments and prizes, plan entertainment, and lend their
support in any way. If you would like to join the Relay For Life in (COMMUNITY) as a
volunteer or team participant, call the American Cancer Society at (LOCAL PHONE
NUMBER), or visit www.RelayForLife.org.

www.cancer.org.
###
FIRST YEAR SAMPLE NEWS RELEASE

NAME, PHONE NUMBER
American Cancer Society Seeks Volunteers, Relay For Life Teams

in (COMMUNITY)
(CITY), Date The American Cancer Society is looking for volunteers and teams for the first
ever Relay For Life in/at (COMMUNITY). Organizers are holding a meeting at (TIME) on
(DATE) at (LOCATION) to share with residents the importance of Relay For Life in the fight
against cancer.
Relay For Life is a fun-filled, overnight event that mobilizes communities throughout the
country to celebrate survivors (anyone who has ever been diagnosed with cancer), remember
loved ones and raise money for the fight against cancer.
Relay For Life is an awareness raiser about the progress against cancer as much as it is a
fundraiser, said (NAME), (TITLE) for the American Cancer Society. Individuals who are
willing to give their time and energy to this exciting event, as a volunteer or participant, have
made a commitment to fight back against this disease and let the community know that you can
beat cancer.
Teams of eight to 15 members gather with tents and sleeping bags to participate in the
largest fundraising walk in the nation. Relay For Life brings together friends, families,
businesses, hospitals, schools, churches people from all walks of life. Teams seek sponsorship
prior to the Relay, all with the goal of eliminating cancer.
Volunteers are needed to organize and recruit teams, seek community support, coordinate
logistics, find refreshments and prizes, plan entertainment, and lend their support in any way.
If you would like to RSVP for the informational meeting on (DATE), volunteer on the
Relay For Life committee, or serve as a team captain, contact (NAME) at (PHONE NUMBER),
or visit www.RelayForLife.org.
10

www.cancer.org.
###
11
10th ANNIVERSARY SAMPLE NEWS RELEASE

NAME, PHONE NUMBER
(COMMUNITY) Celebrates 10th Anniversary of

Relay For Life
(DOLLAR AMOUNT) Raised in Ten Years for American Cancer Society
Research and Programs
CITY, date - (COMMUNITY) residents will gather at (LOCATION) on (DATE) at (TIME) to
celebrate the 10th anniversary of the American Cancer Society Relay For Life of
(COMMUNITY). Over the course of ten years, the Relay For Life of (COMMUNITY) has
raised a total of $(DOLLAR AMOUNT) for cancer research, education, advocacy and patient
services, while involving more than (NUMBER) participants walking a combined (NUMBER)
miles.
{Insert an inspirational, human interest story such as: someone who walked the first year
and is still walking; two or three generations of walkers whose lives have been touched by
cancer, a special team or someone who participated in the first walk in honor of someone else
and now has cancer themselves.}
I feel honored to be a part of this uplifting event, said (PERSON PROFILED
ABOVE). I have made a personal commitment both to create awareness about the progress
against cancer and help raise the funds necessary to continue the fight back against the disease.
(This statement can also be personalized to include references to the reasons the person is
walking.)
Relay For Life is a fun-filled overnight event that mobilizes communities throughout the
country to celebrate survivors (anyone who has ever been diagnosed with cancer), remember
loved ones and raise money for the fight against cancer.
12
Relay For Life first started in May 1985, when Dr. Gordy Klatt took the first step of his
24-hour walk around a track in Tacoma, Washington raising $27,000 to support the American
Cancer Society.
For more information, visit www.RelayForLife.org.
www.cancer.org.
###
13
COMMITTEE MEETING SAMPLE NEWS RELEASE

NAME, PHONE NUMBER
Relay For Life of (TOWN/COUNTY NAME) Committee to Hold

Meeting on (DATE)
(CITY), Date The American Cancer Society Relay For Life of (TOWN/COUNTY NAME)
committee is holding a meeting on (MONTH and DAY) at (TIME) at the (LOCATION) to share
with residents the importance of Relay For Life in saving lives from cancer.
Relay For Life is the signature event of the American Cancer Society. It is a fun-filled,
overnight event that mobilizes communities throughout the country to celebrate survivors
(anyone who has ever been diagnosed with cancer), remember loved ones and raise money for
the fight against cancer.
Relay For Life is as much an awareness raiser about the progress against cancer as it is a
fundraiser, said (NAME), (TITLE) for the American Cancer Society. Individuals who are
willing to give their time and energy to this exciting event, as a volunteer or participant, have
made a commitment to fight back against this disease and let the community know that you can
beat cancer.
Teams of eight to 15 members gather with tents and sleeping bags to participate in the
largest fundraising walk in the nation. Relay For Life brings together friends, families,
businesses, hospitals, schools and churches. Teams seek sponsorship prior to the Relay, all with
the goal of eliminating cancer.
Volunteers are needed to organize and recruit teams, seek community support, coordinate
logistics, find refreshments and prizes, plan entertainment, and lend their support in any way.
To learn more about Relay For Life, visit www.RelayForLife.org. For information on the
(MONTH and DAY) meeting, or if you would like to volunteer on the Relay For Life committee,
please contact (NAME) at (PHONE NUMBER).
The American Cancer Society is dedicated to eliminating cancer as a major health problem by
saving lives, diminishing suffering and preventing cancer through research, education, advocacy
14
and service. Founded in 1913 and with national headquarters in Atlanta, the Society has 13
regional Divisions and local offices in 3,400 communities, involving millions of volunteers
across the United States. For more information, call 1-800-ACS-2345 or visit www.cancer.org.
###
15
COMMUNITY SAMPLE NEWS RELEASE

NAME, PHONE NUMBER
Families and Friends of (COMMUNITY)

Use Hearts and Feet to Fight Cancer
CITY, DATEIn its XX year, walkers will go around the clock in the battle against cancer
during the American Cancer Society Relay For Life of (COMMUNITY).
Teams of (COMMUNITY) residents will gather at (LOCATION) on (DATE) at (TIME)
for an overnight relay against cancer. Relay For Life is a family-oriented team event where
participants walk relay-style around the track and take part in fun activities off the track. Teams
can include coworkers, club members, family and friends and have gathered donations prior to
the event.
(ADD LOCAL INFORMATION ABOUT SITE, REGISTRATION,
ENTERTAINMENT AND PRIZES, AND OTHER IMPORTANT DETAILS.)
Relay For Life is a unique opportunity for our community to come together to celebrate
people who have battled cancer, remember those weve lost, and fight back against the disease,
said (SPOKESPERSON). Many of the participants are cancer survivors (anyone who has ever
been diagnosed with cancer), which serves as a reminder that our community is not immune to
this disease and we can actually help our friends, families and neighbors that have been touched
by cancer, (SPOKESPERSON) added.
The public is also invited to attend the Luminaria Ceremony, which will take place after
sundown. To honor the communitys cancer survivors and to remember those lost to the disease,
survivors will circle the track rimmed with glowing luminaria while the names of survivors and
those lost to the disease are read aloud. Luminaria can be purchased for (AMOUNT) by calling
(PHONE NUMBER).
Funds raised at Relay For Life will enable the American Cancer Society to support local
services and resources for cancer patients and their families. Funds also support critical cancer
16
research and community education programs designed to teach people how to reduce their risk of
developing cancer.
Relay For Life events will be held in more than 300 communities throughout California,
raising $36 million for the fight against cancer. To locate a Relay For Life event and find out
how you can get involved, please call 1-800-ACS-2345 or visit www.RelayForLife.org.
saving lives, diminishing suffering and preventing cancer through research, education, advocacy and
service. Founded in 1913 and with national headquarters in Atlanta, the Society has 13 regional Divisions
and local offices in 3,400 communities, involving millions of volunteers across the United States. For
###
17
SPONSOR RECRUITMENT SAMPLE NEWS RELEASE

NAME, PHONE NUMBER
Local Companies Needed To Fight Cancer

American Cancer Society Relay For Life Looking for Local Sponsors
Dateline The American Cancer Society urges local companies to take up the fight against
cancer in their community by becoming sponsors of Relay For Life. Cancer touches the lives of
everyone, and involvement in Relay For Life is a great way to show that a company cares.
Sponsorships can be tailored to a companys ability to give.
Relay For Life is growing across the nation - thousands of people will participate this
year in (Number) Relay For Life events across (STATE). Relay For Life events will take place in
more than 4,800 communities nationwide.
Relay For Life is a fun-filled overnight event designed to celebrate survivorship (anyone
that has ever been diagnosed with cancer) and raise money for your American Cancer Society.
During the event, teams of people gather at schools, fairgrounds, or parks and take turns
walking laps. Each team tries to keep at least one team member on the track at all times.
Relay For Life helps a community celebrate the lives of those who have faced cancer,
remember loved ones lost and fight back against the disease.
If you would like to become a corporate sponsor or find out how to build a team for the
American Cancer Society Relay for Life in your community, call 1-800-ACS-2345 or visit
www.cancer.org.
###
18
HONORARY CHAIR ANNOUNCMENT SAMPLE NEWS

RELEASE
NAME, PHONE NUMBER
(NAME) to Serve as Honorary Chair for the

(CITY), Date The American Cancer Society has selected NAME to serve as honorary chair
for this years Relay For Life of (COMMUNITY).
INCLUDE A PARAGRAPH OF BIOGRAPHICAL INFORMATION ON
CHAIR AND WHY HE/SHE WAS CHOSEN.
Relay For Life, the American Cancer Societys national signature event,
celebrates the lives of those who have battled cancer, remembers those lost and empowers
individuals to fight back against the disease. This family-oriented team event brings participants
from all parts of the community together in a celebration of life. Businesses, civic clubs,
churches, friends and families take turns walking in relay fashion while they also celebrate the
critical role the American Cancer Society plays in the fight against cancer.
The vital research and programs of the American Cancer Society are leading the
way to eliminating cancer as a major health problem, said HONORARY CHAIR. Im proud to
participate in Relay For Life. More funds raised translate into more lives saved.
Others serving on the Relay For Life committee include: LIST OTHER
COMMITTEE MEMBERS.
The Relay For Life of (COMMUNITY) takes place at (LOCATION) on (DATES). To
participate, call your American Cancer Society at (LOCAL PHONE NUMBER). For more
information about, call the American Cancer Society at 1-800-ACS-2345, or visit
19
www.cancer.org.
###
20
RESEARCHER AND RELAY SPEAKER SAMPLE NEWS

RELEASE
NAME, PHONE NUMBER
Local Researcher to Speak at American Cancer Society

Relay For Life
(CITY), Date (NAME and TITLE), an American Cancer Society research grantee from
(ORGANIZATION), will speak during the Relay For Life of (COMMUNITY) on (DATE) to
update the community on the progress of cancer research.
(NAME) will explain the research that his/her team is currently studying, (BRIEF
EXPLANATION OF RESEARCH).
Since it first began in 1946, the American Cancer Societys research program has played
a role in many of the breakthroughs in cancer. Do you know a child who has survived leukemia?
Do you have a mother, sister or aunt whose breast cancer was found early with a mammogram?
Do you have a friend or coworker who quit smoking to decrease his risk of lung cancer? Each of
these individuals benefited from the American Cancer Societys research program.
Each day scientists supported by the American Cancer Society work together to find
these breakthroughs that will take us one step closer to a cure for cancer. The American Cancer
Society has long recognized that research holds the ultimate answers to the prevention, diagnosis
and treatment of cancer.
As the largest source of nongovernmental cancer research funds in the United States, the
American Cancer Society currently has more than $434 million worth of grants in effect. This
has added up to more than $2.5 billion dedicated to cancer research over the years. The
investment has paid rich dividends: in 1946, only one in four cancer patients were alive five
years after diagnosis; today, almost 60 percent live longer than five years.
In (STATE) American Cancer Society funded researchers from major institutions
throughout the state are adding to the field of knowledge in the fight against cancer. The
(DIVISION) of the American Cancer Society provides start-up funds to (STATE) investigators
21
who propose the most promising and innovative projects. Nationally, the American Cancer
Society has funded the research of 40 scientists who have gone on to win the Nobel Prize for
their efforts.
The continuation of these funds depends upon the success of events such as the American
Cancer Society Relay For Life. This event is an overnight experience that brings together teams
from local businesses, schools, churches and families for fun, food, music, entertainment and a
night under the stars, while team members take turns walking on a track. Relay For Life begins
with the Survivors Lap and a reception to celebrate life. This years event is the (NUMBER OF
YEARS) annual Relay For Life in (COMMUNITY) and expects to raise (GOAL) for the
American Cancer Societys research, education, advocacy and patient services.
For more information about Relay For Life, visit www.RelayForLife.org.
www.cancer.org.
###
22
CALENDAR LISTING SAMPLE

NAME, PHONE NUMBER

Cancer Survivor Recognition and Luminaria Ceremony
(City, Date) The American Cancer Societys Relay For Life is an overnight community
celebration where groups of friends, families, neighbors and coworkers form teams to walk or
run around a track, to celebrate the lives of those who have faced cancer, remember loved ones
lost and fight back against the disease. Funds raised will support the American Cancer Societys
research, education, advocacy and patient and family services. For more information, contact the
American Cancer Society at 800-ACS-2345 or visit www.RelayForLife.org.
Cancer survivors (anyone who has ever been diagnosed with cancer) from the
(COMMUNITY) area are invited to walk the first lap of the American Cancer Society Relay For
Life to celebrate their victory over cancer. The event and Survivors Lap will be held at
(LOCATION). Each cancer survivor will receive a (free T-shirt, ribbon) to wear while walking
the track. There is no cost to participate. Cancer survivors can call the American Cancer Society
at (LOCAL PHONE NUMBER) to register (and request their T-shirt size). Families are
encouraged to attend.
The American Cancer Society Relay For Life Luminaria Ceremony remembers those lost
to cancer and honors cancer survivors in (COMMUNITY/COUNTY). Individuals or companies
can make contributions and light a luminaria at the event. Each dedicated luminaria will be
displayed at the Relay For Life event held at (LOCATION). Luminaria contributions can be
made by calling the American Cancer Society, (UNIT OFFICE) at (LOCAL PHONE
NUMBER).
Relay For Life will be held in (location/region) communities as follows:
[list all dates in media market/region & dates below]
23
[format as Date at [location, town/community] (opening/closing time)]

www.cancer.org.
###
24
PSA SAMPLE PITCH LETTER

Date
Dear Public Service Coordinator,

Enclosed you will find public service announcements regarding the American Cancer Society
Relay For Life, a community event to fight cancer. Relay For Life raises community awareness
and funds for the American Cancer Societys patient services, research, advocacy and
community education.
Volunteers in more than (#) communities throughout (STATE) are organizing Relay For Life
events to celebrate the lives of those who have faced cancer, remember loved ones lost and fight
back against the disease. Here in (COMMUNITY) we need to generate awareness about Relay
For Life to recruit teams and raise much-needed funds. Each team, comprised of as many as 15
people, walk overnight around a track, relay-style. This is a fun family event that allows every
member of the community to fight back against a disease that takes too much.
We would appreciate your help in getting the word out about Relay For Life and hope that you
can include the attached information. Please call me at (PHONE) if you have any questions.
Thank you.
Regards,
Staff/Volunteer
25
LIVE READ SAMPLE PSAs

Contact: Name
Phone:
Start date: Immediately
End date: Day before event
Live Read Public Service Announcement Samples

:10 samples
Use your feet...and your heart. Join the American Cancer Society Relay For Life. Now use your
fingers and dial 1-800-ACS-2345 for more information.
:15 samples
Use your feetand your heart. Form a team and join the American Cancer Society Relay For
Life. Its an overnight team event for all ages. Now use your fingers and dial 1-800-ACS-2345.
Or go to the Web at www.RelayForLife.org.
Ever feel like youre going around in circles all day for no good reason? Now, you can go around
in circles all night for a good cause. Join the American Cancer Society Relay For Life. Call 1800-ACS-2345 for more information or visit us on the Web at www.RelayForLife.org.
If you are a cancer survivor, you are invited to participate in a special ceremony in your honor
during the American Cancer Society Relay For Life on (MONTH, DAY). Call 1-800-ACS-2345
for more information.
Remember or honor your loved one with a contribution during the American Cancer Societys
Luminaria Ceremony held during their Relay For Life event (DAY, MONTH, DATE) at
(LOCATION). Call 1-800-ACS-2345 for more information.
:20 samples
Tired of going around in circles all day for no good reason? Well, now you can go around in
circles all night for a good cause. Form a team and join the American Cancer Society Relay For
Life. Call 1-800-ACS-2345 for more information.
Still using your toes for complicated mathematical problems? Why not use your toes for
something that really counts. Join the American Cancer Society Relay For Life. Its a team event
for all ages. To sign up for the Relay, call 1-800-ACS-2345 or go to the web at
26
Go around in circles. Stay up all night. Have fun! And do it all for a good cause. Form a team
and join the American Cancer Society Relay For Life on (DAY, MONTH, DATE). Call the
American Cancer Society at 1-800-ACS-2345 for more information.
:30 samples
Remember when you wanted to stay up all night just for the fun of it? Well, now you can, and
for a good cause too. Form a team and join the American Cancer Society Relay For Life. Help
raise money for the fight against cancer and have fun too. Call 1-800-ACS-2345 for more
information. And we promise that nobody will come in and yell at you to go to sleep.
If you like walking or having a fun time with friends, youve got to try this years American
Cancer Society Relay For Life. Its an all-night, action-packed event to fight cancer. To sign up,
call your local American Cancer Society office at 1-800-ACS-2345. That number again is 1-800ACS-2345. Come join the fun!
More people than ever before are surviving cancer. If you are a survivor, we invite you to take
part in the American Cancer Society Relay For Life. This is your chance to inspire others and
honor the memory of friends and loved ones. Join us for this celebration of life and sign up for
the American Cancer Society Relay For Life. For more information call 1-800-ACS-2345.
More people than ever before are surviving cancer. By taking part in the American Cancer
Society Relay For Life, you can pay tribute to those survivors-and honor the memory of friends
and loved ones. We invite the whole community to come out for this celebration of life. Get your
team together for the American Cancer Society Relay For Life. For more information call 1-800ACS-2345 or visit www.RelayForLife.org.
Lace up your athletic shoes and help support the fight against cancer during the American
Cancer Society Relay For Life, held (DAY, MONTH, DATE at LOCATION). Teams of 10 to
15 participants will take turns walking the track during the event. Recruit a team from your
company, organization or neighborhood and feel the excitement of saving lives. Entertainment,
games, great prizes and team building experiences are all a part of the fun. Call the American
Cancer Society at 1-800-ACS-2345 to register your team today.
###
27
SURVIVOR LETTER TO EDITOR

DATE
EDITOR NAME
NEWSPAPER
ADDRESS
Dear Editor:
Cancer changed my life. (BACKGROUND ON DIAGNOSIS, TREATMENT). Although today I
am cancer-free, I can't forget what I went through.
That's why I am participating in an American Cancer Society team event called Relay For Life
on (DATE) in (TOWN). Relay For Life is a 24-hour fundraiser that takes place across the
country and around the world. Its a way to honor cancer survivors, remember those who have
died, fight back against the disease and a chance for me to say publicly, "I conquered cancer.
My team has already raised over (AMOUNT) for cancer research, programs and services.
I'm really looking forward to walking in the survivor's lap with my fellow cancer survivors. I am
also anticipating the emotional luminaria ceremony, when we will light candles to honor cancer
survivors, those still undergoing treatment, and those lost to the disease.
Of course, I wish that I'd never gotten cancer in the first place, but I did. For me and for many
others touched by cancer, the Relay For Life motto rings true: Theres no finish line until we
find a cure.
I hope others who have been touched by cancer will get involved in the (COMMUNITY) Relay
For Life. For more information, call the American Cancer Society at (LOCAL NUMBER) or
visit www.cancer.org. Together, we can make a difference in the fight against cancer.
Sincerely,
(NAME)
28
SURVIVORS LAP SAMPLE NEWS RELEASE

NAME, PHONE NUMBER
Lap of Hope Begins American Cancer Society Relay For Life

(CITY), Date In a nation where more than one million people will be diagnosed with cancer
this year, (COMMUNITY) is invited to celebrate life.
The American Cancer Society Relay For Life is a unique fundraising event in
which teams of participants take turns walking the track overnight in an effort to fight cancer.
This years Relay For Life will take place at (LOCATION) on (DATE).
At more than 4,800 Relay events nationwide, communities celebrate the lives of
those who have faced cancer, remember loved one lost, and commit to fight back against the
disease.
Relay For Life begins with a moving Survivors Lap at (TIME). This emotional lap
honors the courage of all who have defeated cancer. Cancer survivors (anyone who has ever been
diagnosed with cancer) join together to walk or wheelchair the opening lap unified in victory
and in hope.
The atmosphere of Relay For Life is one of camaraderie and celebration,
providing an opportunity for cancer survivors to pass the torch of hope on to those still battling
cancer or those that might be touched by cancer in the future.
If you are a cancer survivor and would like to take part in the Relay For Life of
(COMMUNITY), please call your American Cancer Society at (PHONE NUMBER) or visit
www.RelayForLife.org. All survivors receive a free Relay For Life T-shirt.
saving lives, diminishing suffering and preventing cancer through research, education, advocacy and
service. Founded in 1913 and with national headquarters in Atlanta, the Society has 13 regional Divisions
and local offices in 3,400 communities, involving millions of volunteers across the United States. For
###
29
LUMINARIA CEREMONY SAMPLE NEWS RELEASE

NAME, PHONE NUMBER
Ceremony to Honor Cancer Survivors and Remember

Those Who Have Lost the Battle
(CITY), Date A special Luminaria Ceremony held during the American Cancer Society Relay
For Life of (COMMUNITY) remembers those lost to cancer and honors those who have
survived. Luminaria will be lit at (LOCATION) on (DATE) at (TIME) to represent these
individuals.
Anyone desiring to make a luminaria donation may do so by contacting (NAME)
at (PHONE NUMBER). Each luminaria candle is $(DOLLAR AMOUNT).
It is beautiful when all the bags with candles are illuminated around the track,
said (NAME), volunteer luminaria chair. The Luminaria Ceremony is such a moving way to
remember our loved ones lost to cancer.
Relay For Life is a fun-filled, overnight event designed to celebrate the lives of
those who have faced cancer, remember loved ones lost and fight back against the disease.
Teams of eight to 15 members gather with tents and sleeping bags to participate in the largest
fundraising event in the nation. Relay For Life brings together friends, families, businesses,
hospitals, schools, churches people from all walks of life. Teams seek sponsorship prior to the
Relay, all with the goal of eliminating cancer.
(COMMUNITYs) cancer survivors (anyone who has ever been diagnosed with cancer)
will kick off the Relay For Life on (DATE) at (TIME) with the official Survivors Lap; then, the
rest of the participants join the fun. Information about making a luminaria donation, forming a
team, or walking in The Survivors Lap is available by calling (PHONE NUMBER), or on the
Web at www.RelayForLife.org.
30
www.cancer.org.
###
31
FIGHT BACK CEREMONY SAMPLE NEWS RELEASE

NAME, PHONE NUMBER
Community Pledges to Fight Back Against Cancer at

American Cancer Society Relay For Life of COMMUNITY NAME
(CITY), Date A special Fight Back Ceremony held during the American Cancer Society
Relay For Life of (COMMUNITY) calls community members to commit to save a life from
cancer in the next year. Participants will take up their flags of commitment and walk the final lap
at Relay For Life of COMMUNITY at (LOCATION) on (DATE) at (TIME).
Throughout the day and night at Relay For Life, participants are asked to sign pledge
cards to signify their commitment to fight back against cancer. They will reiterate their pledge
when they take part in the Fight Back Ceremony and literally take up a flag and state their
commitment before taking to the track for their last lap at this years Relay For Life.
Its powerful to watch hundreds of participants make the promise to save a life from
cancer in the coming year, said (NAME), event chair. Making the pledge is a reminder that we
can all make a difference and fight back against a disease that takes too much.
Relay For Life is a fun-filled, overnight event designed to celebrate the lives of
those who have faced cancer, remember loved ones lost and fight back against the disease.
Teams of eight to 15 members gather with tents and sleeping bags to participate in the largest
fundraising event in the nation. Relay For Life brings together friends, families, businesses,
hospitals, schools, churches people from all walks of life. Teams seek sponsorship prior to the
Relay, all with the goal of eliminating cancer. At more than 4,800 Relay events nationwide,
communities celebrate the lives of those who have faced cancer, remember loved one lost and
commit to fight back against the disease.
32
www.cancer.org.
###
33
PHOTO OP SAMPLE ALERT

NAME, PHONE NUMBER
DATE
PHOTO OPPORTUNITY:
Cancer Survivors and Those Who Lost the Battle
Honored at American Cancer Societys Relay For Life
Community is invited to attend Luminaria Ceremony in honor of a loved one
WHAT - A Luminaria Ceremony for cancer survivors (anyone who has been diagnosed with
cancer) and in memory of those who have lost their battle with cancer will be held at Relay For
Life of (COMMUNITY.) Bags filled with candles will be placed around (LOCATION)s track,
while cancer survivors, illuminated by hundreds of candles, walk or jog a lap.
Relay For Life is an overnight event increasing cancer awareness while raising much-needed
funds for the American Cancer Societys local patient services and programs, advocacy,
community education and cancer research. Teams composed of as many as 15 people from local
companies, clubs, neighborhoods and families raise funds prior to the event. At the Relay, team
members take turns walking around a track, relay-style. Participants campout, enjoy music,
entertainment and food while building team spirit to help in the fight against cancer.
WHEN and WHERE - (DATES AND TIMES) (LOCATION - school or site name, address and
cross street if available, city)
WHO - (LOCAL UNIT) of the American Cancer Society and hundreds of local community
members.
WHY - Relay For Life empowers the community to take part in the fight against cancer while
honoring survivors and remembering friends and loved ones lost to the disease.
HOW - Luminarias donations can be made for $(AMOUNT) at (LOCATION). Call (LOCAL
PHONE) or visit www.RelayForLife.org for more information about (COMMUNITY)s
Luminaria Ceremony or about Relay For Life.
###
34
GENERAL AMERICAN CANCER SOCIETY NEWS RELEASE

NAME, PHONE NUMBER
American Cancer Society Works to Save Lives

(CITY), Date The American Cancer Society is determined to ultimately eliminate cancer as a
major health threat. While striving to reach this goal, the American Cancer Society works daily
to save more lives until a cure is found.
The immediate goal of saving more lives must be accomplished largely through
public education on the prevention and early detection of cancer, education of the medical
community on the latest advances in diagnosis and treatment of cancer, and advocacy at the
local, state, and federal levels for cancer-related legislation.
The ultimate goal of total cancer control can be reached through research.
Scientists supported by American Cancer Society funds are continuing to make breakthroughs
that can increase the number of lives saved. Since 1946, the year the American Cancer Society
awarded its first research grants, weve invested more than $2.5 billion in research. The
investment has paid rich dividends: in 1946, only one in four cancer patients were alive five
years after diagnosis; today almost 60 percent live longer than five years.
The real strength of the American Cancer Society lies in its volunteers, who
translate policy into reality. Motivated by personal experiences and concern for others, they
accomplish the mission of the American Cancer Society.
You can join us in accomplishing this mission by participating in the American Cancer
Society Relay For Life, a team event to celebrate the lives of those who have faced cancer,
remember loved ones lost and fight back against the disease. To learn how, call the American
Cancer Society at 1-800-ACS-2345, or visit www.RelayForLife.org.
35
www.cancer.org.
###
36
RESEARCH SAMPLE NEWS RELEASE

NAME, PHONE NUMBER

Saves Lives through Cancer Research
(CITY), Date Do you know a child who survived leukemia? Do you have a mother, sister or
aunt whose breast cancer was found early thanks to a mammogram? Do you have a friend or
coworker who quit smoking to decrease their risk of lung cancer? Each of these individuals
benefited from the American Cancer Societys research program.
Each day scientists supported by the American Cancer Society work to find
breakthroughs that will take us one step closer to a cure. The American Cancer Society has long
recognized that research holds the ultimate answers to the prevention, diagnosis and treatment of
cancer.
As the largest source of nonprofit cancer research funds in the United States, the
American Cancer Society currently has more than $434 million worth of research grants in
effect. Since 1946, the Society has invested more than $2.5 billion in research. This investment
has paid rich dividends: in 1946, only one in four cancer patients were alive five years after
diagnosis; today almost 60 percent live longer than five years.
Investigators and health professionals in universities, research institutes, and hospitals
throughout the country receive grants from the American Cancer Society. Of the more than 1,300
new applications received each year, only 11 percent can be funded.
You can help fund more research grants by participating in the American Cancer Society
Relay For Life, a team event that gives participants the opportunity to celebrate the lives of those
who have faced cancer, remember loved ones lost and fight back against the disease. More
funding means more cancer breakthroughs and more lives saved. To learn more, call the
American Cancer Society at (PHONE NUMBER), or visit www.RelayForLife.org.
37
www.cancer.org.
###
38
SAMPLE ADVOCACY RELEASE

NAME, PHONE NUMBER
American Cancer Society Relay For Life Funds Advocacy Efforts

(CITY), Date Lawmakers on the federal, state, and local level help determine the fate of
cancer research, prevention, and control. That is why, in recent years, the American Cancer
Society has made advocacy a national priority.
For decades, our nations lawmakers have made critical decisions that affect cancer
patients and their families. The American Cancer Society is committed to working with its
volunteers to keep lawmakers informed about legislation that could help save lives. The
American Cancer Societys (DIVISION) has recruited thousands of grassroots volunteers who
help communicate concerns with their elected officials.
The US government is the nations leading funding source for cancer research, yet the
commitment is far less than one percent of the nations budget, said (NAME), government
relations department, American Cancer Society, (DIVISION). We want to see increases in
funding for cancer research and programs so that we can improve our chances of finding a cure.
The only way those changes can occur is through aggressive grassroots political action.
The American Cancer Society focuses on several legislative issues that could help us
decrease cancer incidence across the country. These issues include: research funding; patient
protection legislation; screening, detection, and treatment services; tobacco control; childrens
health; access to quality cancer care; and prevention and awareness programs.
If the efforts of the American Cancer Society to change public policy are successful, we
will improve the lives of many Americans. The legislative fight against cancer is a fight we need
to win, added (NAME).
You can help in accomplishing this mission by joining the American Cancer Societys grassroots
network or by participating in Relay For Life, a team event that gives participants the
opportunity to celebrate the lives of those who have faced cancer, remember loved ones lost and
39
fight back against the disease. For more information, call the American Cancer Society at 1-800ACS-2345, or visit www.RelayForLife.org.
###
40
OP-ED PIECE SAMPLE

To be signed by one or two executives from companies sponsoring Relay For Life, then
submitted to the editorial page editor:
(DATE)
Why are (NAME OF COMPANIES) donating more than $(DOLLAR AMOUNT) in money and
services to help sponsor the American Cancer Society Relay For Life on (DATE)?
Each of our businesses has felt the agonizing effects of cancer. We have lost colleagues,
employees and customers to the disease. One out of four deaths in the US is directly related to
cancer. We have watched helplessly as our loved ones and coworkers have cared for a family
member or business partner whose life has been wrenched apart after a cancer diagnosis. The
diagnosis may be personal, but the impact is universal.
Sponsoring Relay For Life is one way our companies can respond positively to the impact we
have felt from cancer. Many other local businesses apparently feel the same way, turning out
with teams, company banners and generous donations for the overnight event at (LOCATION).
Relay For Life reminds us how effective our community can be when we join for a common
goal.
Our commitment to Relay is inspired by much more than selflessness or a sense of community
spirit. The value of each dollar we put into the event is multiplied many times by the hundreds of
volunteer hours and the extraordinary fundraising efforts put forth by other businesses and
individuals.
The success of this event ensures that basic cancer research, education programs, advocacy
efforts and services for cancer patients and their families can be delivered. This work saves us all
money. The National Center for Health Statistics estimates that cancer costs Americans more
than $107 billion annually in health care costs and in lost productivity. Cancer strikes at all levels
from the young to the elderly. Improved prevention messages and intensified research efforts
can save both lives and money. Supporting Relay For Life is a wise investment.
To date, more than (NUMBER) local businesses and organizations have registered a team for the
Relay For Life. Is your business among them? If not, there is still time to recruit a team, raise
contributions and join us for this once-a-year, all-out community effort to celebrate the lives of
those who have faced cancer, remember loved ones lost and fight back against the disease. Make
the Relay For Life part of your business. Call (PHONE NUMBER) or visit
www.RelayForLife.org to register.
(SIGNATURE)
41
PRE-EVENT LETTER TO THE EDITOR WITH VOLUNTEER REQUEST

DATE
EDITOR NAME
NEWSPAPER
ADDRESS
To the Editor:
The American Cancer Society has been an active member of (COMMUNITY) for many years,
offering services and support to those battling cancer as well as lifesaving cancer information to
the community. We continue our mission of eliminating cancer thanks to the help of generous
volunteers and dedicated staff.
The American Cancer Society Relay For Life is a community event in every sense of the word. It
is a chance for the community to come together to celebrate those who have faced cancer,
remember those lost and empower everyone to fight back. Being a part of Relay For Life means
being a part of a national grassroots movement to end cancer. Being a Relay For Life volunteer,
means making life better for cancer survivors, patients and their families.
But we are faced with a critical shortage of volunteer leaders. With the challenges of our day-today demands, time has become a premium and many people are finding it more difficult to
participate in community service. It is because of the volunteers who preceded us, however, that
certain types of cancer are now highly treatable or even curable. With more help, we will
continue to win the war.
The American Cancer Society needs your help now. Plans are under way for the (xx) annual
fundraiser Relay For Life, held (LOCATION) on (DATE), to support cutting-edge cancer
research, help provide free transportation to hospitals, help prevent youth smoking, publish
lifesaving literature, and develop a new generation of weapons to fight cancer.
Now is the time for individuals, families, organizations, schools, religious groups, corporations
and small businesses to build a team and join our fight to reduce the burden of cancer across
America. Relay For Life can be the site of a company picnic or family gathering while
supporting a great cause.
To sign up to participate or learn how you can volunteer for other patient services, call 1-800ACS-2345, or visit www.RelayForLife.org.
Sincerely,
Name, Volunteer Title & Contact Information
42
PRE-EVENT LETTER TO EDITOR FROM RESEARCHER

DATE
EDITOR NAME
NEWSPAPER
ADDRESS
To the Editor:
As (HUNDREDS/THOUSANDS) of (CITY/COUNTY/REGION) residents gear up for the
American Cancer Society Relay For Life, Id like to remind them of the significance of their
participation.
As an American Cancer Society researcher, I benefit directly from the communitys commitment
to Relay For Life. My research, investigating (describe briefly their research), is just one of more
than 900 projects currently funded by the American Cancer Society nationwide. In fact, more
than $56 million of the American Cancer Societys dollars are at work right here in California.
Research is vital to the fight against cancer because it leads to new treatments, prevention and
cures. With your help, our loved ones will never have to hear the words, You have cancer. My
thanks to (CITY/COUNTY/REGION) for being a community that takes up the fight.
For more information on how you can participate, call the American Cancer Society at 1-800ACS-2345, available 24 hours a day, seven days a week, or visit www.cancer.org.
Sincerely,
[NAME OF RESEARCHER]
[RESEARCH INSTITUTION]
[DAY PHONE]
[EVENING PHONE]
43
PRE-EVENT LETTER TO THE EDITOR SAMPLE

Dear Editor:
The American Cancer Society has been a very active group in (COUNTY) for many years with a
dedicated group of volunteers participating in patient service programs, cancer support groups,
tobacco control and fundraising for research and patient services.
We are faced with a critical shortage of manpower. Perhaps other community groups are also
facing this problem. Time is a premium, and many people are retreating from community
volunteerism.
The (LOCAL OFFICE) of the American Cancer Society needs your help now. Plans are under
way to promote the annual fundraiser Relay For Life, held in (MONTH), which provides us with
money to support cutting-edge cancer research (LIST LOCAL PLACES WHERE ACS IS
FUNDING RESEARCH), provide free transportation to cancer treatment facilities, loan wigs to
cancer patients, publish lifesaving literature on cancer prevention, detection and tobacco issues,
and develop a new generation of weapons to fight cancer.
Now is the time for individuals, community groups, corporations and small businesses to commit
their team participation. The Relay For Life can be the site of a company picnic or family
gathering while supporting a great cause. Join us at this event to celebrate those who have battled
cancer, remember those lost and fight back against the disease.
To sign up to participate or learn how you can volunteer, call 1-800-ACS-2345, or visit
NAME
VOLUNTEER POSITION
COUNTY
AMERICAN CANCER SOCIETY
44
RELAY FOR LIFE SAMPLE PROCLAMATION

American Cancer Society Relay For Life Proclamation for (COMMUNITY)
WHEREAS, Relay For Life is the signature activity of the American Cancer Society and honors
cancer survivors (anyone who has ever been diagnosed with cancer), remembers those lost to the
disease and provides and opportunity to fight back against cancer; and
WHEREAS, money raised during the American Cancer Society Relay For Life of
(COMMUNITY) helps support research, education, advocacy, and patient services; and
WHEREAS, Relay For Life helps fund more than $100 million in cancer research each year; and
NOW THEREFORE BE IT RESOLVED, that I, (NAME), (TITLE) of (NAME OF

COMMUNITY), do hereby proclaim (DATES) as,
"RELAY FOR LIFE DAYS"
in (COMMUNITY) and encourage citizens to participate in the Relay For Life (COMMUNITY)
at the (LOCATION) on (DATE).
45
RELAY FOR LIFE ANNOUNCEMENT SAMPLE NEWS

RELEASE
NAME, PHONE NUMBER
American Cancer Society Announces Relay For Life

(CITY), Date (CITYS) walkers go around the clock in the battle against cancer during the
American Cancer Society Relay For Life. This celebration of life brings numerous groups and
individuals concerned about cancer together for a unified effort to fight back against the disease.
Teams of enthusiastic citizens will gather at (LOCATION) for an overnight relay against
cancer from (TIME) on (DATE ) until (TIME) on (DATE).
Relay For Life is a unique fundraising event that allows participants from all walks of life
including patients, medical support staff, corporations, civic organizations, churches and
community volunteers to join together to celebrate the lives of those who have faced cancer,
remember loved ones lost and fight back against the disease. Relay For Life reminds us that
progress has been made in the fight against cancer and that everyone who participates is making
a difference.
Relay For Life opens as cancer survivors (anyone who has ever been diagnosed with
cancer) walk or wheelchair the first lap. This is an emotional time and sets the stage for the
importance of each participant's contribution. A festive atmosphere always develops around the
track area at these events. As you make new friends and spend time with old ones, the Relay
heats up and the camp-out begins. An atmosphere of camaraderie is created with team members
entertaining each other: eating, playing games, and, of course, walking for a great cause.
Highlighting the evening is the Luminaria Ceremony held after dark to honor cancer
survivors and to remember those who have lost the battle against cancer. The luminaria line the
track and are left burning throughout the night to remind participants of the incredible
importance of their contributions.
Relay For Life is as much an awareness raiser about the progress against cancer as it is a
fund raiser, said (NAME), event chair. Many of the participants will be people who have been
46
dealt with cancer themselves. Their involvement is proof of the progress that has been made in
reducing cancer death rates and in the quality of life following cancer treatment.
The funds raised will enable us to continue our investment in the fight against cancer
through educational programs, research and services to patients, said (NAME). Due to the
generosity of corporate sponsors like (LIST CORPORATE SPONSORS), the money raised by
participants goes directly to the American Cancer Societys lifesaving programs.
Information about how to form a team or become involved in Relay For Life is available
from the American Cancer Society at (LOCAL PHONE NUMBER) or 1-800-ACS-2345, or visit
###
47
KICKOFF SAMPLE ALERT

NAME, PHONE NUMBER
DATE
Cancer Survivors Rally To Support American Cancer Society

WHO - The American Cancer Society invites individuals who want to celebrate the lives of
those who have faced cancer, remember loved ones lost and fight back against the disease to join
its Relay For Life, scheduled for (DATE/TIME) in (COUNTY/TOWN). In 1985, Relay For Life
began with one man who walked and ran around a track for 24 hours raising $27,000. This year,
Relay For Life is coming to you in more than 4,800 communities.
WHAT - The Relay For Life kickoff rally is where anyone families, caregivers cancer survivors,
schools, companies, etc., get together to kick off annual Relay For Life activities.
The American Cancer Society Relay For Life is an overnight community celebration where
individuals and teams camp out, barbecue, dance, and take turns walking around a track relay
style to raise funds to fight cancer. At nightfall, participants will light hundreds of luminaria
around the track in a moving ceremony to honor cancer survivors as well as friends and family
members lost to the disease. The American Cancer Society Relay For Life represents hope that
those lost to cancer will never be forgotten, that those who face cancer will be supported, and
that one day cancer will be eliminated.
WHEN - (day, date and time)
WHERE - (location, address, town, state)
HOW - To join a Relay For Life in your community, call 1-800-ACS-2345, or visit
###
48
WRAP-UP SAMPLE NEWS RELEASE

NAME, PHONE NUMBER
DATE
American Cancer Society's Relay For Life:
__________ Miles, $__________
(Name of community, state), Date - This weekend's (#) annual American Cancer Society Relay
For Life raised $_________ for cancer research and (COMMUNITY) patient services,
leaving(NUMBER) volunteers exhausted after walking a combined (NUMBER) miles at
(RELAY SITE).
(NAME OF COMMUNITY) residents really showed their spirit this weekend," said
(NAME), volunteer chair for the 2008 American Cancer Society Relay For Life. The
community came together to celebrate the lives of those who have faced cancer, remember loved
ones lost and fight back against the disease. It was very touching and emotional for all of us."
The top individual fundraiser was (NAME) who collected a total of $_____ in donations;
his/her company, (COMPANY NAME), raised $______, more than any other team.
More than (NUMBER) people participated - split into (NUMBER) teams. The teams
represented area businesses, clubs and organizations.
(NAME OF VOLUNTEER CHAIR) said that money raised in the 2008 Relay For Life
will be used to speed up the search for new weapons to fight cancer. Cancer will soon become
the number one killer in America as baby boomers grow older," (CHAIR NAME) said. In order
to expand our patient services in (CITY) and research new ways to treat patients, we've got to
channel more public attention and money into this problem."
(VOLUNTEER NAME), who ran as part of the (COMPANY NAME), said she/he was
inspired to participate by a friend who is a (TYPE OF CANCER) cancer survivor. It shows how
people can live rich lives instead of moping about," (NAME) said.
American Cancer Society Relay For Life of (COMMUNITY) was made possible by
(LIST OF SPONSORS).
49
###
50
ACS RECOGNIZES EVENT SAMPLE NEWS RELEASE

NAME, PHONE NUMBER
DATE
American Cancer Society Recognizes Local Relay For Life Event

(City, State), Date The American Cancer Society is proud to announce that the Relay For Life
of (TOWN/COUNTY NAME) ranked (NUMBER) out of (TOTAL NUMBER) for their
population size nationally in money raised per capita. The rankings were based on Relay For Life
events across the nation with populations ranging from (POPULATION SIZE NUMBERS).
We are very proud of our volunteers in (TOWN/COUNTY NAME), said (NAME),
(TITLE) for the American Cancer Society. Everyone worked extremely hard to make this Relay
For Life event successful, and these high national rankings are proof that their work paid off.
Relay For Life is a fun-filled, overnight event that mobilizes communities throughout the country
to celebrate survivors, remember loved ones and raise money for the fight against cancer. Teams
of eight to 15 members gather with tents and sleeping bags to participate in the largest
fundraising event in the nation.
The funds raised through our Relay For Life events enable us to continue our investment
in the fight against cancer through research, education, advocacy and patient services, added
(NAME). Thanks to the generosity of our volunteers and donors, the money raised by
Relay For Life participants goes directly to the American Cancer Societys lifesaving research
and programs.
51
###
52
PAINT OUR TOWN PURPLE SAMPLE NEWS RELEASE

NAME, PHONE NUMBER
DATE
American Cancer Society Volunteers Paint Our Town Purple

Relay For Life planners announce May1st Celebration
(YOUR TOWN) On May 1st, the town/city of (NAME) will be awash in purple, thanks to efforts by
volunteers from the American Cancer Societys annual Relay For Life, a community campout against
cancer. Throughout California, towns, schools, and businesses will paint our town purple to celebrate
cancer survivorship and bring attention to the yearly event, which will be held on (date) at (location).
Were using the power of purple to bring good news to cancer survivors and mobilize
the community, said (volunteer name) of (town). Paint Own Town Purple Day is a time to
celebrate the lives of cancer survivors, and to have some fun with the color purple to bring
attention to the American Cancer Societys many programs and services in our community.
The American Cancer Society invites everyone to join the fun, simply by logging onto
the Web site www.paintourtownpurple.org to find ideas on how to Paint Our Town Purple at a
school, town, college or workplace. The Web site encourages participants to spread hope in their
community. Whether you are a home-owner, a restaurateur, or a retail business operator/owner,
there are plenty of ideas for painting our town purple on May 1:
Decorate your home or store windows with a purple display.

Hold a Main Street contest for the Best Purple Window Display.
Encourage businesses and stores to sell Relay For Life "Sun" and "Moon" cards.
Display a purple yard sign in your front yard.
Decorate your front entrance, your fence, or your door with purple balloons.
Paint your porch light purple or insert a purple bulb.
Tie purple ribbons around tress in your neighborhood.
Wear purple clothing.
Buy and wear our purple wrist bands.
53
Turn your town landmarks purple.

Create a mock Relay For Life campsite in your town square and use as a basis to solicit
media coverage.
Decorate the exterior of your City Hall purple.
Ask your town mayor to proclaim May 1 as the official May Day For Relay kick-off day
in your community
Relay For Life is a wonderful event, and the entire community is invited to participate on
(date). But on May 1st, join us in the spirit of celebration and in painting our town purple to
call awareness to this important event that works to benefit and recognize cancer patients, their
families and their caregivers, said (volunteer). The American Cancer Society Relay For Life
represents the hope that those lost to cancer will never be forgotten, that those who face cancer
will be supported, and that one day cancer will be eliminated, (volunteer) continued.
www.cancer.org.
###
54
PAINT OUR TOWN PURPLE SAMPLE PROCLAMATION

A Proclamation for the American Cancer Societys
Relay For Life of (Your City)
Whereas, Cancer is a group of diseases characterized by uncontrolled growth and spread of
abnormal cells which, if not controlled, can result in premature death; and
Whereas, Cancer is predicted to strike one out of every three Americans sometime in our lifetime
with an estimated 142,070 new cases of cancer diagnosed in California in 2008; and
Whereas, Approximately (NUMBER) new cases of cancer are estimated to occur in (COUNTY)
in 2008, and (NUMBER) (COUNTY) citizens are expected to lose their battle with cancer this
year; and
Whereas, The American Cancer Society is the nations largest and most respected voluntary
health organization since 1913 and has funded research which has contributed to every known
method for detecting cancer and techniques for treating cancer: thereby increasing the cancer
survival rates from 10% to over 65%; and
Whereas, The American Cancer Society is a voluntary community-based coalition of local
citizens dedicated to eliminating cancer as a major health problem through financial support and
education awareness; and
Whereas, the color purple is the signature color of the American Cancer Societys Relay For Life
events signifying the passion that cancer survivors and their families and loved ones feel for the
eradication of this disease, and
Whereas, RELAY FOR LIFE financially benefits the American Cancer Societys research and
patient support programs, and educationally benefits our local citizens; and
Whereas, the American Cancer Societys Relay For Life in (TOWN/CITY) is a community event
that allows an opportunity to network with businesses, associates, family and friends, with the
same goal of making a difference in the battle against cancer;
Now therefore, We the Board of County Commissioners of (TOWN/CITY), California, DO
HEREBY PROCLAIM May 1, 2008 as PAINT OUR TOWN PURPLE DAY; and (DATE OF
EVENT) as RELAY FOR LIFE Days throughout (TOWN/CITY). We further will urge all
citizens to recognize and participate in this anticancer campaign held in our community.
55
Now therefore, We also PROCLAIM the recognition of RELAY FOR LIFE as the PURPLE
RIBBON CAMPAIGN to celebrate cancer survivors, remember those individuals that have lost
their lives to cancer and fight back against the disease.
Witnessed this _______________ day of ____________________________ 2008
_______________________________
Chairman, Board of Commissioners
_______________________________
Secretary to Board
(CITY/TOWN) Board of Commissioners:

______________________________
________________________________
______________________________
_________________________________
56
POST EVENT LETTER TO THE EDITOR SAMPLE

DATE
EDITOR
NAME OF PAPER
ADDRESS
CITY, STATE, ZIP
To Editor:
As chair of this years American Cancer Society Relay For Life committee, I would like to thank
residents of (COMMUNITY) for their generosity and support. (NUMBER) teams participated in
this years event, raising more than $##,### for the American Cancer Societys research,
education, advocacy and service programs. This outstanding show of support proves that the
people of (COMMUNITY) are truly committed to the fight against cancer.
We were honored to be joined by (NUMBER) survivors who walked the opening Survivors Lap,
officially kicking off this years event. These survivors are the reason we continue the fight.
Their participation inspires hope in those currently battling cancer.
A special thanks to the many Relay For Life volunteers who worked to make this event a
success. The Relay For Life committee did an outstanding job of putting the event together.
Committee members are (LIST COMMITTEE MEMBERS).
We also appreciate the generosity of this years corporate sponsors. Relay For Life would not be
possible without them. Our corporate sponsors are (LIST CORPORATE SPONSORS).
You can fight back and against cancer and get involved with Relay For Life at any time. Check
out www.RelayForLife.org or call 1-800-ACS-2345 for more information.
Sincerely,
NAME
2008 Relay For Life Chair
57

Community Marketing Handbook

Uploaded by

Copyright:

Available Formats

You might also like

Community Marketing Handbook

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Community Marketing Handbook

Uploaded by

Copyright:

Available Formats

Community Based

COMMUNITY BASED MARKETING HANDBOOK

What is Relay For Life?................................................................................................. 3

Marketing Chair & Subcommittee ................................................................................ 8

Spokespersons and Talking Points........................................................................... 15

Media Relations ........................................................................................................... 22

At Relay For Life.......................................................................................................... 35

COMMUNITY BASED MARKETING HANDBOOK

What is Relay For Life?

How Relay Works:

COMMUNITY BASED MARKETING HANDBOOK

The Mission of the American Cancer Society:

Vision 2015 A Sense of Urgency:

The Mission of the American Cancer Society Relay For Life:

The Lifesaving Impact of Relay For Life:

COMMUNITY BASED MARKETING HANDBOOK

Cancer In Our Community:

Where the Money Goes:

COMMUNITY BASED MARKETING HANDBOOK

constituents in the community, including employers, schools, churches, local government,

COMMUNITY BASED MARKETING HANDBOOK

Relay For Life National Event Standards:

Relay For Life Committee Expectations:

As a Relay For Life Committee Member:

COMMUNITY BASED MARKETING HANDBOOK

Tools you should have in your RELAY TRUNK:

Marketing Chair & Subcommittee

COMMUNITY BASED MARKETING HANDBOOK

Duties and Responsibilities

Marketing Relay For Life

COMMUNITY BASED MARKETING HANDBOOK

Broadcasters, cable systems, or satellite systems

Steps to Developing Community Marketing Plan

COMMUNITY BASED MARKETING HANDBOOK

COMMUNITY BASED MARKETING HANDBOOK

o Work the Show

How To Impact the Communitys Adoption of Relay For Life

COMMUNITY BASED MARKETING HANDBOOK

COMMUNITY BASED MARKETING HANDBOOK

COMMUNITY BASED MARKETING HANDBOOK

Spokespersons and Talking Points

COMMUNITY BASED MARKETING HANDBOOK

NOTE ON REQUESTS FOR TALENT If you want a recognized athlete, personality,

Tips for a Successful Spokesperson

COMMUNITY BASED MARKETING HANDBOOK

6. Be relaxed, calm and natural.

COMMUNITY BASED MARKETING HANDBOOK

COMMUNITY BASED MARKETING HANDBOOK

COMMUNITY BASED MARKETING HANDBOOK

COMMUNITY BASED MARKETING HANDBOOK

Your Donations Journey

COMMUNITY BASED MARKETING HANDBOOK

COMMUNITY BASED MARKETING HANDBOOK

Regional Versus Local

COMMUNITY BASED MARKETING HANDBOOK

COMMUNITY BASED MARKETING HANDBOOK

Generating Coverage through Feature Stories

COMMUNITY BASED MARKETING HANDBOOK