As I am already doing an internship with the Leukemia & Lymphoma Society at their Overland, Missouri location, I thought it would be perfect to interview someone from the organization. I decided to ask my supervisor, Molly Devine, a campaign specialist. Not only is she responsible for marketing, promoting and designing the Man/Woman of the Year campaign, but also the Student of the Year campaign which are both events held annually. She has helped to published many media tools as well as informational ones, such as brochures, website content and much more. Given the fact that Ms. Devine has a very busy schedule, I decided to email her my question. Molly responded back with the following answer:
“I would say that LLS has created a culture of cures and they use that messaging in there marketing and media promotion. Our …show more content…
The group that this particular message is targeting is parents, but the message is tailored for parents that smoke. This is done so that people who have children that smoke can understand the insurmountable risk and danger that they are putting their child in and that doing so could possibly lead to their child developing a form of blood cancer. According to the definition given by Ms. Van Stee in her Lecture 3 Voice Thread, “When the group that you are designing messages for is fairly homogenous or similar as it relates to different beliefs that affect health behavior then you can use cultural targeting, but when people in the group have fairly substantial differences among them then you can use cultural tailoring.” It then proceeds to list a toll free number and the Gateway Chapter website. Here again we see the well-known LLS quote, “Someday is Today” in reference to finding cures for blood cancers. This is an example of the culture of cures that Molly Devine mentioned. “Someday is Today” means that rather than waiting for tomorrow, the Leukemia & Lymphoma Society makes an effort to find cures