How do you rebuild trust after a PR crisis?
You tell the stories that matter.
In 2012, Susan G. Komen for the Cure faced a major fallout. A political controversy over Planned Parenthood funding led to plummeting donations and race registrations, threatening the foundation’s mission.
To reconnect with supporters, we launched "I Am"—a national multimedia campaign that put the spotlight where it belonged: on real breast cancer survivors. Through deeply personal TV, print, and digital stories, these women shared the raw, emotional realities of their diagnoses—reminding the world of what Komen stood for.
The impact was undeniable.
• 83 million TV impressions (Today Show, CBS This Morning, and more).
• 18 million online ad impressions.
• Print placements in 25+ magazines.
• 1.1 million video views.
The campaign did more than restore visibility—it reignited belief in the cause. It was even featured on the cover of Advertising Age, proving that when you lead authentically, the world listens.
When trust faltered, real stories helped truth transcend crisis.
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ROLES:
Art Direction
Graphic Design