Case Study – komenarizona

BACKGROUND

Focused on giving back to local communities through their affiliate chapters, Susan G. Komen® Arizona (Komen Arizona®) is working to better the lives of those facing breast cancer here in Arizona, while also helping to bring awareness and education to their local community.

CHALLENGE

Over the past several years, Komen Arizona has experienced a decrease in Race participants and fundraising resulting from an oversaturation of charitable races in the community, as well as a negative perception of the organization. With this in mind, we sought to maximize coverage, participation and donations.

KOMEN
ARIZONA’S FUNDING

Komen Arizona's Funding graph

75% stays in Arizona to fund education, screening and treatment programs.
25% goes toward international breast cancer research.


STRATEGY

Ideas Collide created a strategic marketing plan to support the Race consisting of creative campaign development, media planning and buying, graphic design, social media, PR/community outreach and special event management/support.

Ideas Collide crafted the campaign theme, “Race On. Fight On.,” extending the meaning of the event beyond the Race itself. This campaign brought awareness to the Arizona women and men who are affected by breast cancer and celebrate their strength in an effort to support the Susan G. Komen bold goal to reduce the current number of breast cancer deaths by 50% in the U.S. within the next decade.

Ideas Collide also helped elevate the Race day experience by introducing a mini-storytelling event to Race day, called “We Are More than Pink” hosted by local storyteller Megan Finnerty. The kick-off event featured three unique stories from everyday Arizonans who have survived breast cancer, as well as those who support survivors.

Race On. Fight On. Poster
Boxer
Storytellers
Race On. Fight On. postcard

RESULTS

3,263,999

Paid impressions delivered

24,092

People reached on Facebook on Race Day

61

Total PR hits

13,334,144

People reached through PR efforts

$750,000

in donations

Copyright © 2017 Ideas Collide Inc. All Rights Reserved.

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