Save 2nd Base an apparel company founded by Kelley Rooney; all proceeds go to the Kelley Rooney Foundation. Its primary focus is to build breast cancer awareness and unite people with the common goal of fighting against this devastating cancer.
The objective of this guerrilla campaign was to create awareness while promoting the company. Our design team developed a solution that was exceptionally emotive, resulting in a call to action. UW-Stout baseball coach, Toby Gardenhire, generously allowed our design team to slightly tamper with the equipment before the last game of the season. Subsequently, those 28 men played baseball with 2nd base painted pink to promote breast cancer awareness.
To further the campaign, Coach Gardenhire donated over 50 baseballs that were used throughout the season. We painted them pink and attached a tag with a breast cancer statistic and a QR code that lead to the donation page on the Kelly Rooney website.