Komen Launches Image-Repair Campaign
Susan G. Komen for the Cure will put survivors in ads as it prepares for Breast Cancer Awareness Month in October. The organization is still trying to right-size public perception after having pulled funding on Planned Parenthood. The NPO, which has reportedly seen donations drop 30%, is counting on keeping the donations and corporate support. TV ads will air in mid-September featuring four survivors, including a young woman diagnosed with Stage 4 breast cancer at age 21 and still alive to tell her story eight years later. Print ads will launch in October magazines, digital content will go live Sept. 5 and earned-media efforts are being planned to support the overall campaign.