Repositioning, rebranding, integrated campaign
Susan G. Komen is the original breast cancer charity. But they have were suffering from endless negative PR and donor complacency. Worst of all, their iconic pink ribbon was lost in a sea of pink-draped sameness. The movement stalled.
We re-ignited the base by tapping into the pioneering idea Susan G Komen had 35 years ago. We resurfaced the tenacity and audacity of the fight by focusing on action, not awareness.
Our claim reminds people that it’s not enough to feel for a cause or even share something on social media, it’s what you do that makes you a difference.
This is the true story of just one young girl that demonstrates what it means to be MORE THAN PINK.
An integrated campaign drives donors and volunteers to the main site where we highlight people that have led the way in taking action.
Those with the ambition to act are given access to fundraising ideas and volunteer opportunities.
Explore here.
Print, billboards and digital banners highlight real people that have made a big impact, inspiring others to get involved.
Highlighting celebrities and their contributions has driven awareness and created millions in earned media for the cause.