The Society continues its steadfast mission with an updated look
Since the advent of mass media, symbolic images have become part of our collective consciousness. The color pink has become synonymous with the fight against breast cancer, and the support brought in by ever-increasing awareness of the disease is a testament to the power of marketing. The humanitarian mission of the American Red Cross is evident in its elegantly simple logo. As the zeitgeist evolves, so must the symbolic images, and a well-crafted name and logo can serve as a visual representation of an organization’s values.
In April 2008, the Society’s logo was refreshed and a new landing page for ASCO’s web presence was created to ensure that the public face of ASCO clearly conveys the critical mission of improving oncology care pursued by its members worldwide. Although the image has been refreshed, the Society’s mission has not and will continue as it always has; ASCO is committed to advancing the education of oncologists and other oncology professionals, to advocating for policies that provide access to high-quality cancer care, and to supporting the clinical trials system and the need for increased clinical and translational research.
This image refurbishment was conceived by the Board of Directors and Chief Executive Officer Allen S. Lichter, MD, with the assistance of a professional branding consultant group. Almost a year of research and development was devoted to the creation of the new ASCO brand, which consists of new logos, an organizational tagline, and significant changes to the patient information and philanthropic arms of the Society. ASCO leadership, senior staff, and members were interviewed to inform the look and feel of the updated brand.
“To the patients and their families who need important cancer information, and to the private supporters that come through The ASCO Cancer Foundation to underscore our work, ASCO is a mystery,” says Dr. Lichter. “Even the word ‘oncology’ doesn’t roll off the tongue. We needed to recast our image in a way that was still true to the membership and the organization, but that also allowed others to comprehend who we are and what we stand for.”
Cancer.Net: Comprehensive Resources for Oncologists, Patients
One of the most significant updates engendered by the redesign was the aggregation of all ASCO resources under a single, clearly titled website:
Cancer.Net.
Cancer.Net is designed to “increase outreach to caregivers, patients with cancer, and the general public by unifying ASCO’s professional website, ASCO.org, and its patientfocused website, People Living With Cancer (PLWC.org), under a single umbrella,” explains Nancy E. Davidson, MD, ASCO Immediate Past President. “The goal of this new portal is to serve as a pathway to accurate and comprehensive information about cancer treatment, research, and prevention.”
The professional side of Cancer.Net, still accessible as ASCO.org, maintains all the previous functionality of ASCO.org and features searchable portals organized by cancer type. Physicians and researchers can continue to use the site to register for upcoming Society-sponsored educational events, submit materials for continuing medical education credits, and access practice resources such as ASCO Clinical Practice Guidelines.
The patient/public side of Cancer.Net contains continuously updated oncologistapproved content and serves as a trusted resource for ASCO members and their patients. This information was previously housed under the website People Living With Cancer, abbreviated to PLWC, which was difficult to recall and difficult to search for online. Now, simply by searching under “cancer,” patients and physicians alike can easily locate this valuable resource. There, they find the empowerment, inspiration, and hope that comes with knowledge.
From now on, ASCO’s complete library of patient resources will be housed on Cancer.Net, which will serve as an authoritative, credible resource for patients, survivors, caregivers, and family and friends of those diagnosed with cancer. All of the content on Cancer.Net is reviewed by an editorial panel of more than 150 medical, surgical, radiation, and pediatric oncologists, along with oncology nurses, social workers, and patient advocates.
“I’m very pleased that Cancer.Net is the new name and identity of ASCO’s patient information website,” says Diane Blum, MSW, Editor in Chief of the new site. “Visitors to this website will have quick access to the same high-quality, doctorapproved cancer information that People Living With Cancer built its strong reputation on for the past six years—but now it’s located at a web address that is much easier for people to remember.”
Along with its new name, the site incorporates several new features to help the more than 1.4 million patients diagnosed with cancer annually to better navigate their care and advocate for sound cancer policy:
- Newly Diagnosed: First Steps to Take—This toolkit includes a wide range of information to help patients take control of their care from the moment they are diagnosed. Tools include podcasts and articles on “What to Do When the Doctor Says Cancer,” a glossary of terms, a “Find an Oncologist” database, a guide to choosing the right treatment facility, questions to ask when seeking a second opinion, and resources for emotional and financial support (www.cancer.net/firststeps).
- Survivorship: Next Steps To Take— This toolkit helps patients make the transition from active care to survivorship after treatment is complete. Resources include information on the long-term side effects that many survivors experience, downloadable forms to bring to the doctor to track follow-up care, and podcasts and feature articles on the physical and emotional changes common to survivors of cancer (www.cancer.net/nextsteps).
- Advocacy in Action Center—This section provides practical ways that patients, family, and friends can advocate for important cancer policy. Visitors will find resources on contacting elected officials and background on key cancer policy issues, such as cancer research funding, access to care, and clinical trials (www.cancer.net/advocacy).
”We know from experience that [the diagnosis and survivorship periods] can be particularly confusing on what to do next, so we hope that these sections will connect people to the support that they need at these very crucial times,” explains Ms. Blum.
The site will continue to offer comprehensive, up-to-date cancer information, including guides to more than 120 cancer types and cancer-related syndromes, anatomical and staging illustrations, regular podcasts on topical issues from ASCO experts, and information on managing side effects. A wide variety of this content is available in Spanish.
Says Ms. Blum, “We’re really excited about Cancer.Net. We’ve worked for a long time on this site, and we’re very pleased that the new name will make it easier to access. We hope that you’ll visit it soon, and visit it often.”
New Name, Unwavering Mission
The philanthropic arm of the Society, previously known as The ASCO Foundation, has also been renamed and is now
The ASCO Cancer Foundation.
By adding the word “cancer” to its official name, The Foundation underscores its mission and expertise, to ensure that the focus remains on patients and all things related to cancer—from research to discoveries to clinical care to survivorship. The new name helps to better identify The Foundation and its mission for people outside the oncology community, in order to extend its fundraising reach and highlight its program of grants and awards.
“The Foundation has been active in serving the cancer community for many years, particularly through funding the research of young and mid-career investigators and through the development and dissemination of patient education materials. We believe that adding the word ‘cancer’ to the name of The Foundation helps to highlight that work and expand our reach. We are excited about becoming The ASCO Cancer Foundation,” says Joseph S. Bailes, MD, Chair of The Foundation Board of Directors.
The ASCO Cancer Foundation also undertook a comprehensive website redesign. As before, information about The ASCO Cancer Foundation Grants Program, which has awarded more than $50 million to clinical scientists over the past 25 years, as well as grant/award application criteria, is available. However, the new website also offers grant-writing resources and a list of frequently asked questions about the grants process.
The sleekly designed website now features resources for international oncologists, links to professional and patient information, and a user-friendly platform for making contributions online.
These updates, says Dr. Bailes, “add focus to and increase public understanding of our mission, which is to support educational programs of the highest quality in cancer care and prevention; to facilitate the dissemination of information about cancer to patients and their families; and to support, encourage, and recognize excellence in clinical research in the field of oncology though our grants program. Our mission remains constant; the rebranding underscores that.”
Through programs that support cutting-edge research and education in oncology, The Foundation serves as the torch bearer for the next generation of oncology researchers and the purveyor of knowledge to patients with cancer.
Logo, Tagline Solidify Image
To convey the ASCO brand in a clear, visual way, all ASCO products and the family of ASCO websites will feature the Society’s redesigned logo.
Whereas the former logo featured a flat map within the ASCO
O, the new emblem incorporates a three-dimensional globe that looks both modern and sophisticated. A pair of stylized “arms” embrace the globe, symbolizing the important role of ASCO members as caretakers and supporters of those with cancer.
Cancer.Net and The ASCO Cancer Foundation also have new logos, based on the general look of the ASCO logo, and incorporating the globe symbolizing the worldwide community of oncology professionals.
A tagline has been developed for use alongside the logo to convey the mission of the Society in a punchy, memorable way: “Making a world of difference in cancer care.”
“In just a few words, the tagline conveys what ASCO is all about, as well as our worldwide reach,” notes Dr. Lichter. “It reflects the fact that we are people who care for patients with cancer, that we make an important difference through that care, and that our responsibilities are more than just local, but really span the world.”
The rebranding, says Dr. Lichter, conveys “our work and our presence to not only the cancer community but to the broad public in a very positive way.” Taken together, hese changes lend freshness and clarity to a venerable organization.
ASCO Partners with Celebrity Athletes, National Cancer Organizations to Raise Awareness about Women’s Cancers
An estimated 260,000 women will be diagnosed with breast and gynecologic cancers this year. To encourage women to be their own best health advocates through increased knowledge about cancer prevention and treatment, ASCO will partner with five other national cancer organizations to present “Frosted Pink with a Twist,” a landmark television event and multimedia education campaign.
“Frosted Pink with a Twist” is the anchor event of a multi-year television and cable network and multimedia campaign that focuses on educating viewers about cancers that primarily affect women. Timed for National Breast Cancer Awareness Month in October and cohosted by Mary Lou Retton, “Frosted Pink with a Twist” will highlight the current All-Around Women’s Gymnastics Champion Shawn Johnson, defending Olympic All-Around Men’s Champion Paul Hamm, and other stars of Men’s and Women’s U.S. Olympic Gymnastics teams. Paired with the champion gymnasts will be performances by Grammy-winning musicians. “Frosted Pink with a Twist” will premiere on ABC from 4 to 6 PM (EST) on Sunday, October 12, 2008, and will re-air on additional cable networks throughout the remainder of the month.
At a press conference at the recent ASCO Annual Meeting, Ms. Retton announced ASCO’s partnership with “Frosted Pink with a Twist.” The Society’s newly launched patient website, Cancer.Net, will be the official clinical cancer information resource for the campaign. Cancer.Net brings ASCO’s expertise and resources to people living with cancer and those who care for and about them. To learn more about “Frosted Pink with a Twist,” visit
www.frostedpink.org.
Study: Consumers Need Credible Online Sources for Cancer Information
ASCO recently announced the results of a new Zogby International poll showing that a large majority of Americans rely on the Internet for cancer information and view doctors as the most credible source. The survey revealed, however, that few people take the time to verify the information they find on the Internet with a doctor. The study also demonstrated that there are many misperceptions about cancer, pointing to the need for credible cancer information on the Internet.
Cancer.Net, the content of which undergoes strict medical review by a 150-member editorial panel, can ameliorate this gap by offering online cancer information that has already been verified. “Good cancer care starts with good cancer information,” ASCO Immediate Past President Nancy E. Davidson, MD, said. “As oncologists, we’re committed to our patients and take their trust very seriously. We view Cancer.Net as an extension of our care, offering high-quality, accurate information that empowers patients to make wellinformed decisions.”
The consumer poll, commissioned by ASCO, describes the most popular and trusted sources of cancer information, and public misperceptions about cancer:
- Most Americans have searched for cancer information on the Internet, yet few verify what they find. Fifty-nine percent of Americans have searched for cancer information on the Internet, and 88% of respondents say the Internet is the source they are most likely to use for cancer information. However, less than one-third (32%) verified the information they found with a health care professional.
- Doctors are seen as the most credible source of cancer information. Sixty percent of those surveyed report that doctors are the most credible source of cancer information, followed by nonprofit organizations (15%), and government agencies (9%).
- Americans have misperceptions about cancer. More than half of respondents correctly identified skin cancer as the most common cancer. Others named breast (22% of respondents), lung (12%), and prostate (11%) as the most common cancer. However, 2008 American Cancer Society data show that after skin cancer, lung cancer is the most common cancer type (215,020 cases diagnosed annually), followed by prostate (186,320) and breast cancer (184,450), suggesting inadequate public knowledge of cancer prevalence.
“ASCO launched Cancer.Net to share its wealth of physician expertise with patients, and to ensure that patients are equipped with unquestionably accurate information to help them understand their diagnosis and their treatment options,” said Diane Blum, MSW, Cancer.Net Editor in Chief. “Cancer.Net should be the first stop for patients seeking cancer information on the Web.”
Society Invests in New Headquarters
In July, the Society officially moved into a new headquarters in Alexandria, Virginia. Staff offices, which had previously been located throughout three separate, leased buildings, are now consolidated under a single, Society-owned roof. This new space will accommodate future growth in both staff and membership. The building contains several meeting spaces to meet the needs of ASCO’s various Committees, Task Forces, and Working Groups, as well as meetings of the Board of Directors of both the Society and The ASCO Cancer Foundation. These spaces are equipped with the latest audio-visual technology to accommodate teleconferencing. The headquarters is a visually appealing space that serves to inspire staff, members, and contracting partners alike.
The new ASCO headquarters is located at 2318 Mill Road, Suite 800, Alexandria, Virginia 22314. The new main phone number is (571) 483-1300.
