Komen 3-Day

Integrated Campaign

The Komen 3-Day is the longest and most challenging of all breast cancer walks. Participants trek 20 miles a day for three days straight and raise at least $2300 to do so. And while repeat walkers are fiercely loyal, the event struggles to attract new people each year.

Research told us that many first-time walkers join as a result of a loved one’s diagnosis. So instead of showing the event as was done in the past, we chose to portray the heartbreaking emotion that compels so many to take up the cause.

Results:
Site sessions up +40%, New Users up +45%
Direct URL traffic 2X industry average
Digital performance 7X industry average
+9000 walkers raised over $19.2 million

My Role: Copywriter, CD
CD/ADs: Susan Levine, Braden Bickle