A Case Study of Strategic Utilization of Brand Ambassadors, Storytelling and Framing Techniques in Cancerfondens's Campaign: Rosa Bandet 2022

Abstract: This thesis examines the strategic utilization of brand ambassadors, storytelling, and framing techniques by the nonprofit organization Cancerfonden’s campaign Rosa Bandet 2022. The study highlights the importance of understanding these techniques combined to further deepen the knowledge in the field of Strategic Communication. The research employs a qualitative content analysis methodology, focusing on a specific case study, to explore the patterns and strategies employed by Cancerfonden. With the following research question: “How does the initiative ‘Rosa Bandet’ employ brand ambassadors, framing and storytelling techniques to create brand awareness and raise funds?”. The findings reveal four main points that contribute to the campaign's success. Firstly, a strong and interdependent combination of brand ambassadors, storytelling, and framing techniques is crucial. Secondly, the campaign utilizes a specific and creative storytelling approach, incorporating a focus on diagnosis and treatments alongside complex emotions and uncertainty. Moreover, the campaign deviates from traditional structures by consistently emphasizing the impact of cancer on families, rather than solely on the cancer patient. Lastly, Cancerfonden employs a broad selection of brand ambassadors to effectively reach diverse audiences across different generations, thereby maximizing donor engagement and attracting future donors. The thesis underscores the significance of comprehending the strategic utilization of brand ambassadors, storytelling, and framing in nonprofit marketing campaigns. By implementing these techniques, organizations can drive fundraising efforts and enhance brand awareness. The insights provided by Cancerfonden's Rosa Bandet campaign offer valuable lessons for other nonprofits seeking to raise funds and increase public engagement in their respective causes and therefore also contribute to the research field of Strategic Communication through more insight to marketing strategies.