SUSAN G. KOMEN
KNOW YOUR GIRLS
Together with Susan G. Komen and the Ad Council, we put a voice to an often overlooked, underrepresented community who cannot be left out of the conversation .
THE CHALLENGE
Black women in America die of breast cancer at rates approximately 40% higher than those of white women. Our challenge was to address this unacceptable disparity.
THE IDEA
Together with Susan G. Komen and the Ad Council, we created a public service campaign to help Black women better understand their risks by shifting the narrative from one of fear about breast cancer to one of empowerment around breast health. We focused on the strength of sisterhood among Black women – a bond that is complex, dynamic and even sacred.
THE WORK
Through our integrated campaign, we put a voice to an often overlooked community who cannot be left out of the conversation that Susan G. Komen has been having for decades: Black women.
THE IMPACT
Our campaign PSA received more than 1.2 million views in its first six months and garnered over 365,000 site visits. Importantly, 26% of the target audience reported taking steps to better understand their risk of breast cancer -- a statistically significant increase from 17% pre-launch.
