American Cancer Society

The brain identified who would give. The signal moved $12 million.

~$12MIncremental Corporate Donations

105%Increase in Donation Intent

The Signal

Origin identified that Empathy -- the neuro proxy for trace guilt and personal responsibility -- was the strongest emotional driver among both C-Suite and Marketing/CSR decision-makers. Marketing/CSR Execs showed the strongest Empathy spikes of any segment tested, with the signal peaking mid-ad when human impact imagery was on screen, and recovering sharply at the partnership CTA.
THE DECISION

The Decision

GlassView optimized delivery toward the segments and placements where the Empathy signal was strongest. Aligned delivery to emotional resonance rather than rational appeal. The brain said these people were ready to act. GlassView put the message in front of them.

The Proof

~$12M in incremental corporate donations, reported by client. Marketing Execs confirmed as the top performing segment -- exactly who the Empathy signal identified."