Susan G. Komen

Branding, Film, and Fundraising Campaign

The Pink Ribbon is how people know Susan G. Komen. More Than Pink was a rebranding campaign aimed at getting people to look beyond the color. It was created during a moment of company crisis. The company wanted to get back to it’s core message; Supporting the fight against breast cancer.

We identified dozens of inspirational figures within the movement from celebrity, to scientists to activists, all the way down to individual fundraisers. In these grass roots fundraisers we found inspiration. People who represented something that was more than pink. By elevating stories of action we began refocused the brand identity from a symbol, the pink ribbon into a movement. All lead by people like Alison.

This was the campaign that showed me how digital brand and content strategy can activate consumers to shift perception in ways that Public Relations and Communications can’t do alone.