Organization Debuts New Brand and Campaign Focused on Rallying Patients: “We’re all about blood cancer. So people with blood cancer can be about everything else.”
Suleika Jaouad— Emmy award–winning journalist, author, artist, and advocate— joins Blood Cancer United in sharing the message that patients are defined by more than a diagnosis
WASHINGTON, D.C. — August 28, 2025 — Today, The Leukemia & Lymphoma Society—now Blood Cancer United—unveiled its first national advertising campaign in more than a decade. Launching ahead of Blood Cancer Awareness Month and building on the organization’s new name and brand identity—which was developed with global branding agency JKR— the campaign centers on what truly matters: every person diagnosed with blood cancer has passions to pursue, people to love, and stories to tell. At its center is a bold goal: by 2040, Blood Cancer United will enable people with blood cancer to gain more than one million years of life—more cherished moments and memories with family and friends.
Why Awareness Matters Now
With rising healthcare costs, barriers to treatment access, and cuts in research funding, raising awareness of blood cancers and the comprehensive support Blood Cancer United provides has never been more critical.
“Dealing with blood cancer is challenging enough for patients and families, and today’s obstacles make it even harder,” said E. Anders Kolb, M.D., President & CEO at Blood Cancer United. “We are committed to reaching and supporting everyone impacted by blood cancer by helping to navigate treatment options, offering financial, educational, and emotional resources, advocating for policy changes that ensure timely, equitable care, and funding research for breakthrough treatments that help patients live longer, fuller lives.”
“This campaign—along with our new brand—is the result of three years of listening deeply to patients, families, volunteers, supporters, and partners. It’s a reaffirmation that we are here for every blood cancer patient, honoring every personal story behind the diagnosis,” said Lynn Godfrey, SVP, Chief Experience Officer at Blood Cancer United. “That commitment has been at the heart of our organization’s work for more than 75 years, inspiring the evolution of Blood Cancer United’s new name and identity.”
So Much More Than a Diagnosis
In partnership with award-winning creative agency Invisible Man, the integrated advertising campaign underscores that Blood Cancer United is all about blood cancer, so patients can be more than their diagnosis and be about everything else that defines their lives: purpose, people, and possibilities. A new PSA further raises awareness of the 100+ types of blood cancers, emphasizing that there is no screening or prevention, and that from the moment of diagnosis, Blood Cancer United is there.
Emmy Award-winning journalist, author, artist, and advocate Suleika Jaouad brings her story and perspective to amplify Blood Cancer United’s message in September. “As someone living with blood cancer, I know how important it is to feel seen, cared for and connected,” Jaouad said. “Blood Cancer United is a safe harbor—funding research, sharing trusted information, and advocating for access to care—so people can feel whole.”
The advertising campaign will appear nationwide beginning in September across broadcast, digital, social, outdoor, and PR channels, with additional activations running through the end of the year.
“This brand evolution is more than visual—it’s experiential. From our website and social platforms to in-person events, fundraising campaigns, and blood cancer conferences, every touchpoint has been reimagined to reflect the voices of our community and to make it easier for people to find us and feel connected to and supported by us,” said Godfrey.
Ways to get involved
Visit BloodCancerUnited.org to learn more, share your story, volunteer, or donate. Every action helps ensure no one faces blood cancer alone.
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About Blood Cancer United®
Blood Cancer United® (formerly The Leukemia & Lymphoma Society) is the largest global nonprofit focused on blood cancer patient support, research, and advocacy. The organization’s mission is to cure blood cancer and improve the quality of life of all patients and their families. To achieve it, Blood Cancer United brings together a community of people—patients and their families, volunteers, healthcare providers, scientists, staff, partners, fundraisers, and philanthropists—who believe all blood cancer patients deserve longer, fuller lives.
Since the organization’s founding in 1949, it has consistently evolved to better serve people affected by all 100-plus types of blood cancers—including leukemia, lymphoma, myeloma, myelodysplastic syndromes, and myeloproliferative neoplasms.
Blood Cancer United offers free, trustworthy resources, personalized support, and community for anyone affected by blood cancer. The organization has invested more than $1.8 billion in clinical research, which continues to increase survival rates. Blood Cancer United advocates nationally and locally for more accessible and affordable healthcare for all patients.
For support and to learn more, visit BloodCancerUnited.org. Patients can contact blood cancer information specialists at (800) 966-4572, Monday through Friday, 9 a.m. to 9 p.m. ET. Connect with the organization on Facebook, X, Instagram, LinkedIn and TikTok.
Members of the media seeking more information or an interview, please contact: [email protected].