Campaign Aims to Ignite Urgency to Save Lives; Asks Public to Join the Fight
More than 41,000 women and men die each year from breast cancer in the U.S. alone. To ignite a renewed urgency to save lives from the disease that touches one in eight women during their lifetime, Susan G. Komen®, the world’s leading supporter of breast cancer research and patient support, is launching a new integrated marketing campaign this October declaring in bold and uncompromising terms that the number of lives lost from breast cancer is unacceptable!
Coinciding with the beginning of National Breast Cancer Awareness Month in October, Komen seeks to focus the nation’s attention on the startling realities of the disease, including the fact that breast cancer is the leading cause of cancer death among Hispanic/Latina women and that African-American women diagnosed with breast cancer are more than 40 percent more likely to die from the disease than Caucasian women. In clear and uncompromising terms, the campaign will highlight all the ways Komen is working to save lives – supporting those living with the disease today and seeking the cures for tomorrow – and challenge people across the country to join the fight.
“After more than three decades of celebrating survivors, some people have been lulled into believing that breast cancer is easily treatable or already cured,” said Paula Schneider, CEO of Susan G. Komen. “We know firsthand the terrible toll breast cancer is taking on families across the country. Susan G. Komen is in a unique position to provide a comprehensive approach to fighting this killer disease; providing community outreach, patient care, lifesaving research and public policy advocacy, so that patients can live longer healthier lives. We are committed to doing everything we can to save lives.”
The campaign video, created by the Dalton Agency, features black and white vignettes of a variety of women and men speaking about the tragic realities of breast cancer, driving a clear message that breast cancer is still a critical, urgent issue deserving of support. The spots inspire the audience to join Komen in the fight against breast cancer and join the national conversation by taking a stand against the disease. At the end, they announce that Komen has a Bold Goal to reduce the current number of breast cancer deaths by 50 percent in the U.S. by 2026 and call the viewer to join the fight.
The campaign includes TV, radio, print, out-of-home, and digital PSAs, and directs people to komen.org/unacceptable to learn more and discover ways to get involved and give. Across the country, Susan G. Komen’s network of local Affiliates will lend their support to the campaign and will use their own channels to promote their work across to help people in their communities.
The new creative is being distributed to media outlets nationwide via Plowshare and will run in donated time and space. To learn more about the campaign, visit komen.org/unacceptable or join the conversation using #unacceptable on Facebook, Instagram and Twitter.