Susan G. Komen for the Cure - Awareness
The Susan G. Komen for the Cure-Southern Arizona affiliate is responsible for education, screening and treatment initiatives for breast health awareness. They enjoy a strong local presence and are widely known for Southern Arizona's annual Race for the Cure event. However, they wished to be known as a resource for all breast health-related issues and not just as the group hosting a race.
LP&G created a television spot and companion outdoor that breaks the traditional mold on the topic of breast health. Susan G. Komen spots commonly use national cancer statistics with emotional and foreboding imagery to encourage frequent screenings. Not wanting to frighten the target audience yet again, LP&G took a more playful approach. The results were stellar; response to the campaign was overwhelmingly positive, and our client reported anecdotal evidence of real behavioral change.