AVON WALK FOR BREAST CANCER
This campaign was mission critical. The 12 city walks which raise millions of dollars for Breast Cancer research were due to be cancelled. Our audience no longer recognized the Avon’s 39-mile event as the physical challenge it truly was. The solution? Let's re-brand the event. Where The Avon Walk for Breast Cancer messaging in previous years had more to do with bonding and relationships made along the route, the Avon 39 celebrated the sweat, grit, determination and personal challenge of the event. After all, walking 39 miles in 2 days to raise money for breast cancer certainly garnered some bragging rights. It worked. In the first year, there was a 30% increase in donations. A 94% increase in website traffic and a 44% increase in event participation. And me? I got to meet, photograph and hear stories from the most courageous women ever.