AB&C has been hired to provide strategic marketing to promote the new service to consumers and health care professionals. The agency has created a direct mail and print ad campaign targeting health care professionals, as well as a collateral piece, print ads and posters in English and Spanish for consumers. In addition, AB&C will handle public relations for The Cancer Helpline.

The Cancer Helpline is a free service of the Delaware Helpline that connects callers to a variety of resources including transportation to treatment, prescription assistance, nutrition, financial information, support groups and other basic living needs. The program is in collaboration with Cancer Care Connection and Delaware Health and Social Services, Division of Public Health.