The Susan G. Komen organization is introducing a breast cancer awareness campaign directed specifically at African American women. It was developed in partnership with Translation and the Ad Council.
The campaign includes TV, radio, print, out-of-home, and digital PSAs that direct women to KnowYourGirls.org, a comprehensive website featuring information about breast health basics, getting good care, screening and other resources.
The campaign's rollout focuses first on the 10 cities where mortality rates and late-stage diagnosis of black women are highest: Memphis, Tenn.; St. Louis, Mo.; Long Beach/Los Angeles Metro Area; Dallas/Fort Worth/Arlington Metro Area; Virginia Beach, Va.; Atlanta; Chicago; Houston; Washington, D.C., and Philadelphia.
Nationally, the campaign introduces new social media channels, launched in collaboration with digital marketing agency Good Stuff Digital, to develop an online community where black women can converse about their breast health.
In addition, an influencer campaign that includes stylist June Ambrose, E! News co-anchor Zuri Hall and digital creators The Glam Twinz, Jade Kendle, Miss Enocha, and Team 2 Moms will help to raise awareness for the initiative.
Creative spots will air across donated media space via commitments to the Ad Council.