SPONSORED STORIES
Israel Cancer Research Fund raises millions of dollars annually in North America for groundbreaking cancer-related research at some 24 universities, hospitals and research institutions in Israel. Because it functions largely as a fundraising and grant-giving organization, and works across multiple institutions, ICRF faces a name-recognition challenge when it comes to awareness of its brand and the importance of its work.
THE CAMPAIGN
70 Faces Media produced a native content campaign on JTA spread out over the course of many months to demonstrate the impact of the research ICRF supports, highlight scientists and research funded by ICRF, profile key donors, and publicize new organizational partnerships and initiatives. The stories were syndicated to JTA’s network of 70 Jewish and Israeli media outlets worldwide.
THE RESULTS
After a successful initial campaign of 12 sponsored stories, ICRF renewed for 10 more stories. Each story was published on JTA’s homepage, syndicated to the JTA media network, and promoted in JTA’s daily newsletter and on social media.
The stories collectively garnered over 100,000 pageviews on JTA.org (plus tens or hundreds of thousands more on the sites of JTA’s syndication partners). The stories were republished more than 183 times by at least 43 different publications covering over 40 metro areas and spanning 4 different countries. One story, The 3 cancers Jews need to worry about most — and how to reduce the risks, that was JTA’s most-read sponsored story ever.
ICRF also used the content internally, showcasing it in newsletters to supporters and featuring it at industry and Jewish conferences.
