Aflac tweaks social campaign for pediatric cancer charity

11/29/2012 | New York Times (tiered subscription model), The

Aflac is using the face of a pediatric cancer patient helped by its charity to humanize its holiday charitable efforts. It's one of a few changes to the brand's social-charitable efforts made after a "Swim With Friends" campaign fell short this year. Among other changes: including "mom bloggers" in the effort and keeping Twitter messages shorter to allow for easier retweeting.

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New York Times (tiered subscription model), The

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