Susan G. Komen Central and South Jersey affiliate

Breast Cancer Awareness That Goes Beyond a Pink Ribbon

Challenges

Part of the world’s largest breast cancer organization, Susan G. Komen Central and South Jersey affiliate, funds breast cancer research while providing real-time support to those facing the disease. Over the last two decades, Komen’s Central and South Jersey affiliate has leveraged its annual Race for the Cure to fund 70,000 free mammography screenings, supported more than 250,000 community residents with one-on-one education, invested more than $17 million in community programs and generated more than $3.7 million to fund New Jersey breast cancer researchers. The affiliate serves the 13 most-southern New Jersey counties.

Komen Central and South Jersey engaged CMA for a seven-month contract to build its brand awareness with the objective of increasing contributions and differentiating its annual fundraiser—the Race for the Cure—amid a crowded field of competing breast cancer races.

Solutions

CMA launched a media relations campaign to build awareness of the issue and the nonprofit. Key to the messaging were raising donations and positioning the Race for the Cure fundraiser as the solution to the problem.

Through CMA’s media relations, Komen Central and South Jersey was able to build its relationships and reputation in the communities it serves by putting faces to breast cancer and its impacts. The campaign highlighted the stories of survivors and caregivers who lost loved ones to demonstrate how individuals can make a difference towards finding a cure to the disease.

RESULTS

  • 28 placements (i.e. print, web, TV) in influential geo-targeted news outlets
  • 3,867,214 impressions
  • News 12
  • Fox 29
  • Fox 5
  • South Jersey Magazine
  • My9NJ
  • Courier News / MyCentralJersey.com
  • Burlington County Times
  • Home New Tribune
  • Asbury Park Press

Client

Susan G. Komen

Solutions provided

Public Relations (Media Relations)

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