"I Am" Testimonial Campaign
In early 2012, Susan G. Komen for the Cure faced a public relations nightmare. Caught in a political crossfire regarding funding for Planned Parenthood, donations and registrations for their fundraising races plummeted.
We responded with a national television, print and online ad campaign featuring four personal stories of breast cancer survivors coming to terms with the heart-wrenching realities of their diagnoses.
These stories resonated deeply with viewers, and the campaign earned 18 million online ad impressions, 83 million national broadcast and cable television impressions, placements on the Today Show and CBS This Morning, print advertising placements in more than 25 magazines and a total of 1.1 million views.
The campaign's success went beyond numbers. It was also featured on the cover of Advertising Age magazine, a testament to its creative power and emotional impact.
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ROLES
Art Direction
Graphic Design