Link to annual report:
CURE Childhood Cancer
is a non-profit grassroots organization that is based in Atlanta. I am addressing CURE’s 2011-
2012 annual report because they were recently mentioned in the Atlanta Business
Chronicle for donating $2.5 million towards childhood cancer research and to
the training of pediatric oncologists. I am passionate about childhood cancer
research and have been fundraising for this cause for over two years at UGA.
I
discussed three main points:
1. The main message on CURE's 2011-2012 annual report is stated as "We’ve had a hand in increasing survival rates of children with cancer from 10% to 80%." However, a survivor should mean a person who has survived five years in a disease-free condition after the completion of therapy. Even though CURE’s 80 percent cure rate looks better for their campaign, they are misrepresenting information to the public.
2. Childhood cancer is a reoccurring illness that brings long term side effects after five years of diagnosis, an issue that CURE does not address in their annual report. The pictures in the annual report were only representing the children as cured and smiling, but showed nothing of the fight the child had to go through beforehand. CURE demonstrates only the happy side because they might lose donors to other childhood cancer research organizations if they show the negative aspects.
3. CURE attempts to direct their annual report to the families of children with cancer, because they have personal accounts of this disease and to corporations because they are the largest donors. CURE uses terministic screens, which label the way we perceive an object in a persuasive way, towards their audience in order to compete against the other local childhood cancer research organizations.
Discussion questions:
1. What terministic screen is CURE's annual report creating (reflect, select, deflect)?
2. On the first page of the annual report, what rhetorical elements does CURE use to convince the audience to donate?
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