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Susan G. Komen’s Emotionally Charged Integrated Campaign |

Susan G. Komen’s Emotionally Charged Integrated Campaign

Susan G. Komen

A new campaign looks to raise awareness of Stage IV metastatic breast cancer.


The month of October routinely has millions of people seeing pink – the ubiquitous color representing Breast Cancer Awareness Month. And this past October was no exception. While Susan G. Komen’s message of awareness has been delivered in the most high-profile way – the National Football League outfitted its teams with pink gloves, cleats, and towels, while brands such as KitchenAid and Apple have unveiled pink products – they are taking a new approach by focusing on most deadly form of breast cancer.

Known for its Race for the Cure and massive awareness campaigns for Breast Cancer Awareness Month, Komen has launched a nationwide PSA campaign targeted to raise awareness for Stage IV metastatic breast cancer. The campaign will include television, digital, social media, and print.

This national campaign is emblematic of a growing trend of targeted niche marketing by brands.

Uber of Health Plans

For example, Oscar Health Insurance, the technology-driven start-up that has been touted as the Uber of health plans, has targeted its “hipster advertising” to millennials, promoting its signature differentiators like the app that connects members directly with doctors, and a concierge team that is reinventing customer service.

This month, Oscar launched an ad campaign in the states where it is available six weeks before the Affordable Care Act’s fall open enrollment season. The campaign was launched in part to counteract a massive 90 percent budget cut by the Trump administration that was earmarked for promotion of the ACA’s open enrollment period.

Komen’s national metastatic breast cancer campaign is a targeted effort to help achieve what Komen calls The Bold Goal: to reduce breast cancer deaths by 50 percent by 2026 through a combination of enhanced investment in metastatic breast cancer research, and in programs that ensure health equity.

Komen, an organization dedicated to ending breast cancer, developed the PSA campaign to make sure people are aware of just how deadly metastatic breast cancer can be. Approximately 40,000 women and men die of metastatic breast cancer every year, and yet, only seven percent of breast cancer research funding – from the federal government and nonprofits – is directed to Stage IV metastatic breast cancer research.

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