"I Am" Testimonial Campaign
Crisis Communications Print + Broadcast + Digital
In early 2012, Susan G. Komen for the Cure was caught in a political crossfire related to Planned Parenthood funding. As a result, donations and registrations for its fundraising races were plummeting.
We created a national television, print and online ad campaign featuring stories of breast cancer survivors. After 18 million online ad impressions, 83 million national broadcast and cable television impressions, placements on the Today Show and CBS This Morning, print advertising placements in more than 25 magazines and a total of 1.1 million views, the number of donations started to increase. As a bonus the campaign was also featured on the cover of Advertising Age magazine.
We created a national television, print and online ad campaign featuring stories of breast cancer survivors. After 18 million online ad impressions, 83 million national broadcast and cable television impressions, placements on the Today Show and CBS This Morning, print advertising placements in more than 25 magazines and a total of 1.1 million views, the number of donations started to increase. As a bonus the campaign was also featured on the cover of Advertising Age magazine.
Art Direction | Design
