The Challenge

As a result of some organizational challenges, affinity for the Susan G. Komen brand had been steadily declining for several years. Our assignment was an exercise in understanding the motivations of our target audience – and the role people believed Susan G. Komen played. We then used that insight to evolve the brand strategy and advertising campaign to get people reengaged with the brand.

While the campaign featured survivors, the Susan G. Komen brand was very much the hero of the story. The advertising told each woman’s personal story through the lens of the brand. The brand cues and tone of the work were dark and somber – which, in our mind, did not communicate a message of hope or survival.

The Opportunity

Consumer research suggested that Susan G. Komen was not, in fact, the hero of the story – nor should it be. Instead survivors saw themselves as the hero and Susan G. Komen simplify magnified what was already present (i.e. strength, determination, hope, etc.) through its knowledge and the community that the organization had built.

Based on the consumer research, we recommended shifting elements of the brand:

• The brand personality shifted to determined, courageous, optimistic and supportive

• There was a subtle shift from focusing on the organization/brand as hero – to showing the survivors and co-survivors as hero

• The messaging is centered around the passion points that give people strength in the face of breast cancer – with Komen playing a supporting role

In addition, we told the brand’s story through the voice of our survivors – their stories, in their way.

The Idea

Gives me strength

The work

The Caveats

The Susan G. Komen Relaunch was developed and managed by members of the team during their previous lives together. The original agency is cited below.

• Team members: Michelle Cheney/Strategy, Julie Bowman/Copy, Braden Bickle/Art, Susan Levine/ECD

• Agency at the time: Slingshot