25 years? $1 billion? And still no “cure?” That depends on what your definition of “cure” is.
There are many definitions for CURE and Susan G. Komen for the Cure (the new name) has been at the forefront of the cure for breast cancer around the world.
The Susan G. Komen Breast Cancer Foundation and its famous fundraising circuit Race for the Cure® have taken on a new name and new look this week (beginning Jan. 22), along with a renewed commitment to raise an ADDITIONAL $1 billion for the cause in the next decade.
Thumbs up for their renewed PROMISE: “To save lives and end breast cancer forever by empowering people, ensuring quality care for all and energizing science to find the cures. “
Thumbs up for how they are handling the rollout of the new brand. The PR and advertising campaign this week shows that Komen has been and will continue to be the icon of the breast cancer movement and the “go to” resource for people affected by breast cancer.
From a public and media relations standpoint, there’s so much to review in so little space!! Let’s get on with it!
FOR THE PUBLIC —
There was Susan G. Komen for the Cure founder Nancy G. Brinker sitting with First Lady Laura Bush during the State of the Union Address Tuesday night to hear the important health care elements of the President’s speech.
A national satellite television media tour featuring founder Nancy Brinker, as well as a national radio media tour with Dwight Randle, Komen’s senior scientific advisor, all airing January 25th.
There was the viral email sent through Affiliates (chapters) and forwarded on and on to friends, donors, relatives and anyone who might care about the cause. Thousands on thousands of people are sending this around the world as you read this!! The text reads, with graphics:
Hi friends…
I made a promise – and you can too.
In 1982, the Susan G. Komen Breast Cancer Foundation started with a promise between two sisters. This year, our 25th anniversary, we are shifting into another gear, recommitting to finally, once and for all, finish what we started. Susan G. Komen for the Cure: new name, new logo, same promise – to end breast cancer forever.
There are big, bold changes coming. In fact, Komen for the Cure is dedicating this year to engaging our grassroots network of survivors and activists – the largest in the world – in a yearlong program of special events and initiatives, designed to help discover and deliver the cures. I invite you to join me and get inspired by viewing this special video message and promising to pass it on to your friends:
The video message will take you to http://www.25komen.org. There you will be able to create your own Promise Circle – a motivating online network of family and friends joining you in Komen’s breast cancer movement. Pass it on and watch it grow!
Share the story and show that you’re part of the promise by purchasing a set of Komen Promise Rings and passing one on to a friend. One to wear and one to share! View the video message, visit http://www.25komen.org, and find out how you can help fund breast cancer research and community outreach programs by sharing a Promise Ring.
Please join me in igniting the promise!
There is a terrific microsite with moving, talking people at http://www.25komen.org. A microsite is “an online destination — separate from an organization’s main web site — that has a distinct URL and delivers focused, relevant content about a specific product or service.” (Mark Walsh, OMMA Magazine, January 2007, pg. 7) People can sign on to create their own “circle.”
Significant national advertising in such media as People magazine with a focus on major metropolitan areas.
FOR INSIDERS —
“Brand Ambassador” training began in July with confidentiality agreements assuring the Brand could be launched dramatically in January.
No hunting for new BRAND guidelines, fonts, colors or logo templates. User-friendly Brand Central has it all and an easy-to-use poster with common elements can be hung on the wall.
Their Promise Week toolkit contains a hard copy and CD with an activation plan and ideas, a letter for media partners, a sample media advisory, a promotional sale item, and more.
The overall Promise Week message is bold and strong…and that’s not only coming from me as a PR professional but as a 20-year breast cancer survivor. One page of the newly designed website reads:
“Komen at 25 — Walking the Walk —
With plans to invest $1 billion in breast cancer research and community health and education programs in the next 10 years, we’re putting our money where our mouth is.
And our time. And our people. And our voices. 2007 will be a brash, bold, unforgettable year in the history of the breast cancer movement and Komen for the Cure will be leading the charge.”
Visit the microsite at: http://cms.komen.org/komen/AboutUs/Komenat25/index.htm
