Susan G. Komen’s image had become part of the “old guard". The pink ribbon had become faded with overuse and the race for the cure had lost its momentum. In this pitch we were tasked with rebranding Susan G. Komen, including their logo and their communications to bring them into the “new guard”.
In a world where the media exploits breasts, we put the power back where it belongs, with the women who own them. We came up with the idea “Flaunt for the Fight” creating a new movement where everyone can bare their breasts together in the form of customized breast art they proudly wear.
MOBILE APP + ART
The app creates abstract artwork of each user’s breasts. The artwork is printed on race t-shirts at the Komen events. Customized merchandize using the original artwork is sold via the app and an on-line auction to raise money for the cure. Personalized artwork becomes Facebook badges.
A Youtube channel, “BoobTube”, features famous female comedians like Tina Fey and Melissa McCarthy, in illustrated form, doing self-breast exams.
LOGO + MERCHANDIZING
To give the movement another jolt forward, we evolved the pink ribbon into a pink lighting bolt and created merchandise.
AD: Dawn McCarthy CW: Paula Dombrow Agency: Possible