Childhood Cancer RealitiesSammy’s Superheroes Case Study

Childhood cancer is the leading cause of death by disease for children in the U.S., yet childhood cancer research receives only four percent of federal funding. It’s a reality many do not realize, until they are directly affected by the diagnosis. But once a person becomes aware of the funding gap, they are often compelled to take supportive action.

Sammy’s Superheroes teams activated:

• animation• brand• copy• design • media• print • trade show• video• web

Firespring.comhello@firespring.com

A Heroic Origin StoryThat senerio was the case for the Nahorny family, founders of Sammy’s Superheroes. Shortly after 4-year-old Sammy was diagnosed with cancer, family and friends rallied together to raise funds to help fill the funding gap. After quickly generating nearly $30,000 and experiencing the trials and tribulations of treatment firsthand, plans to create an official 501(c)3 were put into motion.

Now an official nonprofit, Sammy’s Superheroes’ mission is to raise awareness for all childhood cancers and to fund life-saving research. The Foundation is able to do this through volunteer recruitment and donor funding.

Supporters of All Shapes and Sizes

Sammy’s Superheroes

success generated from

its well-told, well-known

origin story. Nebraska

community members

became concerned and

supportive citizens came

out in droves, ranging from

individuals, families and

businesses large and small,

rural and urban. Cause ConfusionBecause initial fundraising efforts were so closely tied with the Nahorny’s real-world, real-time diagnosis and treatment struggles, the tie to helping Sammy continuously overshadowed the nonprofit’s broader, long-term mission.

That’s when Sammy’s Superheroes turned to Firespring, and together, we made a plan to achieve genuine brand clarity.

2

A Refreshed FoundationBrand identity collaboration kicked off with a discovery phase where Foundation stakeholders met Firespring branding experts to assess the current landscape and shape the future. In the end, main asset creation included:

• Logo• Style guide• Superhero characters• Video• Donation page and mobile giving• Print pieces• Apparel

LogoA modern spin on a superhero classic, this custom logo features empowering yet friendly font and an eye-catching icon that abstractly represents a shield and the childhood cancer awareness ribbon.

Style GuideAlso known as a brand’s official playbook, this style guide was created to outline vital brand standards that should always be followed to ensure a consistent look and feel. It included voice and tone, logo usage, color palette, fonts, imagery and apparel guidelines.

CharactersKid-centric superheroes were also custom illustrated for use on branded children’s apparel. These playful characters were also included in the brand story video and other assets.

3

WebMost importantly, we updated their donation page to ensure supporters can easily and securely submit online donations. More than $30K has been raised via mobile donation since December 2017.

In addition, we added the logo and video to the website and refreshed outdated copy.

VideoNo one knows the Sammy’s Superheroes like those closely tied to the cause, making an interview-style brand story video a key asset.

Firespring traveled to Children’s Hospital and Medical Center to sit down with Erin Nahorny, Sammy’s mom and Sammy’s Superheroes’ board of directors, as well as Dr. Don Coulter, a pediatric oncologist and associate professor of pediatrics who helped care for Sammy while in treatment.

The brand story video is used across multiple platforms including website, social media and events. A simple text to donate call to action was included at the end of the video, making it easy for viewers to take immediate, supportive action.

4

Print PiecesFreshly branded flyers and posters were created for use at events and within supporting businesses.

Trade ShowA large-scale trade show banner was also designed to ensure Sammy’s Superheroes’ look and feel followed them to statewide events.

CURES CAN BE DISCOVERED.

IT’S TIME TO JOIN FORCES.

Childhood cancer research is our best defense against

childhood cancer. Only 4% of federal cancer research

funding goes to childhood cancers. Families struggling

with this diagnosis need you to be their hero.

Let’s raise awareness of all childhood cancers and

raise funds for its life-saving research.

Donate at SammysSuperheroes.org.

Learn more and support life-saving

research at SammysSuperheroes.org.

THE RESEARCHERS ARE READY.

THEY JUST NEED FUNDING.

IT’S UP TO US.

CANCER#1 CAUSEOF CHILDHOOD DEATH BY DISEASE:

It kills more children than AIDs, asthma, diabetes, cystic fibrosis, and congenital anomalies combined. More than 95% of

survivors have a significant health-related

issue by their 45th birthday, and about

35% of children will die within 30 years

of their diagnosis.

5

A FITTING CHOICE FOR GROWN-UP CLOTHING. Apparel is so important to Sammy’s Superheroes that it gets its own logo lockup. This version of the logo should only be used for merchandise.

APPAREL ADULT

14

ApparelWhen you support a cause you love, you want others to know. Sammy’s Superheroes apparel provides supporters with quality merchandise and acts as walking billboards for the Foundation and childhood cancer research funding.

6