In 1948, Dr. Sidney Farber, a founder of Boston’s legendary Dana-Farber Cancer Institute, launched the Jimmy Fund via a national radio broadcast from the hospital bed of a young leukemia patient (called Jimmy to protect his identity) and the Jimmy Fund became a fundraising powerhouse for cancer research and treatment at Dana-Farber. Over 70 years later, the Jimmy Fund has successfully raised money through community-based programs, but its brand awareness has fallen. MERGE was tasked with increasing awareness and generating a sense of momentum among a new generation of supporters. With our clients, we created a communications platform to revitalize brand awareness. Educating audiences about the ways patients, families, neighbors, friends, doctors, nurses, scientists and researchers were coming together to drive new therapies and create new cures. It took just three words: I am Jimmy.