The Joy to Life Foundation was created to fund mammograms for underserved people in the state of Alabama. Its founder, Joy Blondheim, is a breast cancer survivor who is passionate about saving the lives of others by providing mammogram screenings at no cost in all 67 counties in Alabama. Stamp has worked with the foundation since its inception in 2001 through initial branding, traditional advertising efforts, digital marketing, and consulting with its internal team and partners. In addition, Stamp’s staff has volunteered and participated in various foundation events.
Funds for these screenings are raised several ways, but by far the largest contributor is through the purchase of branded license plates showing support for the cause. As we carried out the design of the license plate, we knew that having the only pink car tag in the state would be important for brand visibility. A subtle pattern of supportive words is included in the design, and a pink ribbon with the foundation’s URL and logo is featured on the side. The bottom copy touts the most important message: the tag funds mammograms in every county of Alabama.
To increase awareness of the new license plate design and boost sales, we launched a campaign to attract a wider variety of buyers. The creative ran statewide on Facebook, Instagram, Google, YouTube, and Bing, supplementing a billboard campaign already in place. The digital campaign has generated more than 28 million impressions and over 54,000 link clicks from 2021-2024.
In the first year of the digital campaign to promote the foundation’s license plates, we saw a 149% increase in sales. In the years after the initial push, our efforts have helped increase sales by double digits almost every year.
The Joy to Life Foundation has provided over 100,000 mammograms since 2001 and continues to make a difference in the state of Alabama.