Susan G. Komen for the Cure :30 Spot
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Susan G. Komen for the Cure

Brand Awareness Campaign

The Susan G. Komen for the Cure-Southern Arizona affiliate is responsible for education, screening and treatment initiatives for breast health awareness.

Susan G. Komen enjoys a strong local presence and is widely known for its annual Race for the Cure event. However, the client wished to be known as a resource for all breast health-related issues and not just as the group hosting a race.

LP&G created a television spot and companion outdoor creative that breaks the traditional mold on the topic of breast health. Susan G. Komen spots commonly use national cancer statistics with emotional and foreboding imagery to encourage frequent screenings. Not wanting to frighten the target audience yet again, LP&G took a more playful approach. Through the use of animated illustrations, the creative not only draws attention, it lets women know that Susan G. Komen is more than a group hosting a run — it’s a resource for all breast health matters, of every shape and size.