SUSAN G. KOMEN

Brand Campaign

The number of lives impacted by breast cancer is daunting. The toll it takes, staggering. And yet, everyone whose life has been affected by this disease shares one thing in common—the knowledge that one person can truly make a difference. 

Susan G. Komen is more than just a name; she was a woman with a dream. Today, we continue striving in her name to make that dream a reality. And every person that helps us or is helped by us carries a little bit of her in them as well. 

As part of a new business pitch we were asked to evolve the existing campaign which puts a personal face on Susan G. Komen by featuring patients who’ve directly benefitted from our efforts. So in this approach to evolution, we will continue mining that territory while also adding a new layer of depth and dimension. We’ll expand the campaign to include family members, grant recipients, and public figures affected by breast cancer. Each communication will clearly convey a specific detail of what we do, what we’ve accomplished or where the money goes. And each will do it in a deeply personal and ownable way that sparks the viewer’s curiosity and intrigues them into learning more. 

Creative Director: Susan Levine
Copywriter: Karen Scamardo

Print Spreads & Full Page

Print Spectacular
A four page unit of “I AM SUSAN” portraits. The fourth page is a reflective surface where a reader can see their reflection in the ad.

Out of Home
Wild Postings: Portraits and statistics with CTAs wallpaper transit stations, city blocks, basically anywhere you can post. 

Bus Shelters & Restrooms: “I AM SUSAN” clings are affixed to mirrors driving home the point that breast cancer can affect anyone.

iPad E-zine Ads
In a digital magazine we have an ad that uses your iPad camera and takes your pic, adds “I AM SUSAN” to the pic and with your permission it uploads your pic to the ad. The result is thousands of readers pics in a streaming site. Look for yourself at IAmSusan.org. 

This is a stream of content that tells the story of I AM SUSAN. It’s intriguing, emotional inspiring, and hope-filled. It’s a river of stories told in images, videos, tweets, status updates, photos and articles from the web, etc. All content with #IAMSUSAN will aggregate here.

Television Storyboards

The Susan G. Komen Race for the Cure is the world's largest and most successful education and fundraising event for breast cancer ever created. The series of 5K runs and fitness walks raises significant funds and awareness for the breast cancer movement, celebrates breast cancer survivorship and honors those who have lose their battle with the disease. Since it started in 1983, the Komen Race for the Cure has grown from one race with 800 people in Dallas to a global series of more than 150 races with 1.6 million people participating in for continents.

Below are t-shirt design concepts as well as a microsite for participants to vote on the 2014 race design. The winning design won hands down, with the group of runners being the overall favorite.

Illustrator: Mark Ross