Recruiting the Drivers Behind the American Cancer Society’s Road to Recovery
A National Mission, a Local Recruitment Problem
Road To Recovery has spent over 30 years getting cancer patients to and from treatment — but the program is only as strong as its volunteer base. The American Cancer Society needed to recruit new volunteer drivers simultaneously across many states, in a way that could scale efficiently and be measured state by state. The challenge wasn’t awareness of cancer, it was reaching people at the moment they were most receptive to a very specific, local call to action: become a driver in your community.
A Proven Environment for Brand Awareness
Must View Networks created a customized digital signage campaign that highlighted the American Cancer Society’s services in selected DMV waiting rooms, which offer high dwell times and a captive audience for strong engagement. This engagement came in the form of measurable results which signaled new customer reach.
Results That Led to New Driver Recruitment
Year-to-date, the program has provided:
- • 425 rides in Delaware
- • 2,229 rides in Maryland
- • 3,741 rides in Pennsylvania
Nationwide, Road to Recovery has provided 58,710 rides to 5,259 cancer patients this year, with volunteer drivers averaging 17 completed rides each.
“The American Cancer Society sincerely thanks the MVN team for your continued support. Your collaboration has helped expand awareness of Road to Recovery and recruit volunteer drivers to serve cancer patients.”
— AMERICAN CANCER SOCIETY, ROAD TO RECOVERY PROGRAM TEAM
