Tasked with rebranding Susan G. Komen, we put the power of the breast back where it belongs, with the women who own them. We created a new kind of movement where everyone can bare their breasts together.

We created a mobile app which creates abstract artwork of each user’s breasts. The artwork is printed on race t-shirts at the Komen events. Personalized artwork becomes Facebook badges. Customized merchandize using the original artwork is sold via the app and an on-line auction to raise money for the cure.

A Youtube channel, “BoobTube”, features famous female comedians like Tina Fey and Melissa McCarthy, in animated form, doing self-breast exams.

We evolved the pink ribbon into a pink lighting bolt.

AD: Dawn McCarthy   CW: Paula Dombrow   Agency: Possible