Moment Against Silence | Clapboard Ad Archive

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Moment Against Silence - The American Cancer Society | Clapboard Ad Archive

Moment Against Silence from The American Cancer Society, created by The Martin Agency in Year 2013, stands as a formidable example of cause-led communications in the public service market, leveraging the singular presence of Josh Groban to arrest collective attention at the intersection of personal survival statistics and necessary social activism. The campaign’s creative foundation is rooted in a simple, public disruption: Groban interrupts the chaotic movement of a bustling train station, pausing the ordinary to deliver a fact that upends expectation—two out of three people now survive cancer for at least five years, a marked advancement yet far from the ultimate goal. What might have been a routine awareness message is transformed by the immediacy of location, Groban’s cultural cachet, and a clear imperative: make noise, not silence, until that five-year survival rate rises to three out of three. Sitting squarely in what Clapboard's 12-format taxonomy defines as FORMAT#8—Ongoing Characters or Celebrities, the campaign’s reliance on a celebrity spokesperson is not merely cosmetic but strategic, capitalizing on Groban’s established trust and the power of recognizability to cut through apathy and fatigue that often blunt long-term public interest campaigns. With a call to collective activism and a tangible endpoint—joining the American Cancer Society’s fight by donating and raising awareness—the campaign successfully bridges the emotional and the actionable, underscored by its ability to mobilize audience response, evidenced by over 480,000 views. The Martin Agency’s work sidesteps the sentimental tropes too often associated with health advocacy, instead presenting survivorship as a rallying point that demands further progress, solidarity, and shared responsibility. The campaign’s direct address and Groban’s gravitas channel the urgency and frustration felt by patients, survivors, and advocates nationwide, situating the American Cancer Society not only as a resource for hope but as an aggregator of collective momentum toward victory. The campaign earns 67/100 in Clapboard's global creative archive. This work demonstrates how a disciplined use of celebrity within a precise, public frame can re-energize established causes when the message aligns the personal with the political.

Credits

Client

The American Cancer Society

Agency

The Martin Agency

Executive Creative Director

Joe Alexander

Creative Director

Nancy Hannon, Brian Williams

Creative Director Copy

Eric Dome

Art Director

Daniela Montanez

Strategic Planner

Fritz Kuhn, Dalynn Kincannon

Account Management

Chris Mumford, Britta Dougherty, Lindsay Erickson, Carter Crenshaw

Crew

Lassiter Stone, Mary Taylor Otanez, Christine Branin

Producer

Molly Souter, Pamela Mahan, Marlena Villery, Jenny Schoenherr, Sara Eolin, Lisa Wieneke

Production House

Aéro Film

Cinematographer

Jim Mangold

Category Mind Map

48%

The American Cancer Society's "Moment Against Silence" campaign, launched in 2013, positions the brand as a proactive force in the ongoing battle against cancer. The core proposition emphasizes that while significant progress has been made—two out of three people survive cancer for at least five years—the fight is far from over. The campaign urges continued vigilance and action, embodying the promise that collective awareness and support can drive cancer survival rates to three out of three. Strategically, the campaign leverages the insight that silence and complacency can hinder progress. It employs a social experiment format, disrupting a busy train station with a surprising, attention-grabbing intervention led by Josh Groban, a well-known public figure whose credibility and emotional resonance enhance the message’s impact. By interrupting everyday life, the campaign calls the audience to break their silence and actively participate in the cause. The use of a documentary style lends authenticity and urgency, appealing to a broad demographic affected by or concerned about cancer. This approach taps into a shared desire not only to acknowledge medical advancements but to motivate public action, including donations and advocacy. With a clear call to “make noise” to finish the fight, the campaign effectively combines emotional engagement with a concrete behavioral ask, reinforcing the American Cancer Society’s role as a leader in cancer survivorship efforts.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers on Josh Groban, a well-known celebrity, who interrupts the routine of a busy train station to deliver a crucial message about cancer survivorship and advocacy. The use of Josh Groban is pivotal here—his public recognition amplifies attention and credibility, aligning with the format where a celebrity is the communication device. The focus is not on dramatizing a story arc, visual symbolism, or product demonstration, but rather leveraging Groban’s presence to create lasting recall and encourage collective action for the American Cancer Society’s cause. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Susan G. Komen – Market Positioning Susan G. Komen positions itself as the leading breast cancer organization focused on funding research, community health outreach, and advocacy. Their high-visibility events like Race for the Cure emphasize empowerment, hope, and early detection, creating a strong emotional connection with supporters while driving awareness and fundraising. 2. Leukemia & Lymphoma Society – Market Positioning The Leukemia & Lymphoma Society specializes in blood cancer research and patient support, distinguishing itself through personalized patient services and a data-driven approach to funding life-saving therapies. Their messaging balances hope with scientific progress, targeting both donors and patients with clear, outcome-focused communication. 3. LIVESTRONG Foundation – Market Positioning LIVESTRONG centers its brand on survivorship, addressing the physical, emotional, and practical needs of cancer survivors. Their bold, motivational tone and emphasis on community and advocacy differentiate them as champions of the post-treatment cancer journey, linking awareness with actionable support. 4. Cancer Research Institute – Market Positioning Cancer Research Institute highlights its exclusive focus on immunotherapy research, positioning itself as a pioneer in innovative cancer treatments. Their messaging speaks to scientific advancement and collaboration within the medical community, appealing to donors interested in breakthrough medical science and cutting-edge solutions. 5. National Cancer Institute – Market Positioning As a government agency, the National Cancer Institute provides authoritative, evidence-based cancer information and funds broad-scale research initiatives. Their positioning leverages credibility and trust, serving both healthcare professionals and the public with comprehensive, accessible education and policy-driven insights.

Q: What is Moment Against Silence about? A: Moment Against Silence is a professional campaign launched in the United States in 2013 for The American Cancer Society, created by The Martin Agency. The campaign centers on a film featuring renowned artist Josh Groban, who interrupts the daily bustle of a train station to deliver a powerful message about cancer survivorship. Highlighting the milestone that two out of three people now survive cancer for at least five years, the campaign urges the public not to remain silent until every person reaches this benchmark. Its core creative idea is to mobilize collective action and awareness in the ongoing fight against cancer. Q: What creative device does Moment Against Silence use? A: Moment Against Silence employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, as defined by Clapboard’s 12-format classification system. The campaign leverages the public recognition and credibility of Josh Groban, using his presence as the central communication device to capture attention and drive the message home. Rather than focusing on narrative storytelling or visual symbolism, the campaign relies on Groban’s authority and emotional resonance to create lasting recall and prompt viewers to join the cause, aligning with the format’s emphasis on celebrity-driven brand communication. Q: What is the campaign proposition for Moment Against Silence? A: The campaign proposition for Moment Against Silence positions The American Cancer Society as a proactive leader in the fight against cancer, emphasizing that significant progress has been made but the mission is not complete. By spotlighting the fact that two out of three people now survive cancer for at least five years, the campaign calls for continued vigilance and public action to achieve universal survivorship. The strategy targets a broad audience affected by or concerned about cancer, urging them to break their silence, raise awareness, and support ongoing research and patient care, reinforcing the Society’s commitment to advancing cancer survivorship. Q: How does Moment Against Silence rank in Clapboard's archive? A: Moment Against Silence holds a Clapboard Campaign Score of 67/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s editorial team. Q: Who are the competitors in The American Cancer Society's category? A: In the public service and cancer advocacy space, The American Cancer Society competes with several key organizations. Susan G. Komen is recognized for its focus on breast cancer awareness and high-visibility fundraising events that foster empowerment and hope. The Leukemia & Lymphoma Society distinguishes itself through personalized patient support and a data-driven approach to funding therapies. LIVESTRONG emphasizes survivorship and advocacy for those navigating life after cancer treatment. The Cancer Research Institute is known for its pioneering work in immunotherapy research, while the National Cancer Institute leverages its government authority to provide comprehensive, evidence-based cancer information and broad-scale research funding.