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PurposeThe objective of this case study is to present the Israel Cancer Association's (ICA) focused approach to promoting the concept of fighting breast cancer, using an integrated marketing communication (IMC) strategy.Design/methodology/approachThis paper is based on a field‐based case study. In‐depth interviews have been used for data collection with the CEO, marketing management and spokesperson. The case is presented in a chronological order and presents the move from a corporate identity based on monolithic approach to an endorsed corporate identity strategy.FindingsResults of the new communication process showed that the percentage of people in the general Israeli public who perceive the ICA as an organization that has the objective to fight against breast cancer has increased by more than 20 percent since the campaign was launched. As a result of the association's focus over the past five years on promoting the fight against breast cancer, the amount of money it has raised among the general public and businesses has risen by 15 percent since the start of the new promotional campaign. Research data show that the percentage of women being checked jumped from 50 to 62 percent during this period.Originality/valueThis marketing approach has increasingly become the modus operandi of cancer associations throughout the world. These associations have moved from their out‐dated work patterns to IMC strategy approaches. Other non‐profit organizations pondering the issue of how to cope with a large number of objectives, on the one hand, and many target audiences, on the other hand, may find this framework useful. |
