Susan G. Komen San Diego
Susan G. Komen® is the most widely known, largest and best-funded breast cancer organization in the United States. Their San Diego affiliate hired Cool Grey Matter to develop an advertising campaign that could do double-duty: 1) bring awareness (and sign-ups) to their upcoming 5K Race for the Cure®, and 2) deliver a strong message on how Komen San Diego is dedicated to helping ALL women—and is not in the business of being “politically selective” when it comes to helping with costs associated with breast cancer prevention and treatment.
This advertising campaign was the first step in a re-branding/re-messaging platform that supported the organization’s reestablishment of good will with their constituents, donors, volunteers, and employees following their public relations setback. Separate ads in the campaign mix the strong “non-political” theme with the organization’s purpose, the race, and the research they support.
Strong, heavy font headlines convey the determined voice they have in fighting breast cancer, along with the importance of making a “non-political” statement—and to bring everyone back to the business they’re in—finding a cure—for all women.