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DALLAS, Aug. 7 /PRNewswire/ -- Consumers across the country are beingchallenged to "imagine life without breast cancer" in a new promotionalcampaign launching this week from Susan G. Komen for the Cure(R), the globalleader in the breast cancer movement.
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Print materials, shopping cart ads in top markets, "door clings" andspecial back-lit displays at shopping malls in major markets across the UnitedStates will reach millions of people with Komen's vision of a world withoutbreast cancer. The campaign is prominently featured in top women's magazines,including several that target African American women, a population sector thatbears a disproportionate breast cancer burden.
The "Imagine" theme also is being featured on merchandise items, directmail pieces, donor materials and online communications from Susan G. Komen andits corporate partners.
As part of the campaign, Komen for the Cure is introducing a web site,http://www.thisistheribbon.org, going live Aug. 12, where users can sharebreast cancer stories. The online social networking site Facebook isencouraging visitors to interact with 'Imagine' on Komen's own Facebook Fanpage.
Featuring Susan G. Komen for the Cure's distinctive running ribbon, whichwas created as part of the organization's bold brand re-launch on its 25thanniversary, the "Imagine" campaign's overall objective is to securely placeSusan G. Komen for the Cure in the world's consciousness as the frontrunner inthe fight against breast cancer
Dallas-based advertising agency Launch created the campaign, which willappear in select publications starting Monday, Aug. 11.
Standing Above a Sea of Pink Ribbons
"The 'Imagine' campaign is designed to grab people's attention in somepretty unusual places, touch them emotionally and encourage them to supportour goal of ending breast cancer forever," said Tim Doke, chief marketingofficer at Susan G. Komen for the Cure.
The "Imagine" campaign's poignant survivor messages, coupled with specificinformation about the global impact Komen for the Cure is making on breastcancer, is designed to help consumers and donors recognize and rally aroundKomen's pink ribbon as a symbol of a future without breast cancer.
Komen wants consumers, who increasingly are bombarded with generic pinkribbons, to equate its running ribbon logo with significant progress, realresults and important breast cancer breakthroughs.
"We want people to identify with our mission -- to truly imagine the endof breast cancer -- and to see our ribbon as an invitation to get active andengage in any number of ways with Komen in the fight against breast cancer,"Doke said.
Many corporate partners incorporate the organization's ribbon in specialprograms and services they offer during October, National Breast CancerAwareness Month. Along with clear information about how the purchase ofKomen-branded pink ribbon products and merchandise helps fund important breastcancer research and community health programs, consumers receive informationon breast health, breast cancer and the benefits of early detection.
Since its inception more than 25 years ago, Susan G. Komen for the Curehas invested more than $1.2 billion in scientific research and communityhealth programs. With the re-launch of its brand in 2006, the organizationcommitted its resources to ending breast cancer forever and pledged to investno less than $2 billion more to bring about a significant decrease in breastc
