NCI Cancer Research Awareness Initiative
Also: Cancer Research: Because Lives Depend on It
“Cancer Research: Because Lives Depend on It”
National Cancer Institute effort from 1996 to build public understanding of the value of cancer research. The Pink Book uses it as its worked example of going from message concepts to a final message: three values became five concepts tested in focus groups, then five taglines written from participants' own words were pretested in mall intercepts.
- Years
- 1996–now
- Country
- United States
- Topic
- Research participation
- Asks people to
- Support a policy
- Strategy
- Brand symbol
- Channel
- Audience
- General public
Evidence
NoneUnknown
No outcome data in the Pink Book. Its account (p. 56): the values progress, benefits and hope became five concepts explored in focus groups; five taglines drawn from participants' language were pretested by mall intercept, and 'Cancer Research: Because Lives Depend on It' was selected.
Sponsor (who paid)
- National Cancer Institute, Office of Cancer Communications Federal government
Credits (who made it)
Not recorded yet.
Sources
Research notes
Created 2026-10-23 from a full reading of the Pink Book (docs/pink-book.md, issue #43). Page numbers are the book's printed pages. Channels beyond print materials are not described in the book.
Record cases/nci-cancer-research-awareness-initiative.json, updated 2026-10-23· Link to this campaign