Brief: Relaunch the Jimmy Fund to bring definition and relevance to this lost brand.

Solution: Jimmy is not just one young boy in 1948 but an entire community. Patients, event participants, donors, researchers and doctors, supporters, family members, etc. — in essence, "We're all Jimmy."

We interviewed Dana-Farber patients, researchers and Jimmy Fund event coordinators each identifying themselves as “Jimmy”. Then encouraged participation starting with celebrities Jimmy Kimmel, Roger Clemens, and others.

Results in first 6 months:
Brand awareness +58%
Unaided ad awareness +120%

Creative Team:
ACD/Art: David Onessimo
Copy: Bob Minihan
Director/Photographer: Heather Mcgrath
Editorial: Kelly Hansen