IP’s “Someday is Today” campaign for The Leukemia & Lymphoma Society launched in 2012. It put the brand on the map and made charitable donors – and public service advertising – take notice. But success doesn’t mean you can stop advertising and assume your brand tracking numbers will continue their high-flying ways. Even the most effective campaign needs periodic refreshing. A fact LLS learned when it found itself going through a major management change and its brand support went on hiatus.