Komen Columbus Race for the Cure

The Situation

You either know someone with or are someone who has breast cancer.

Komen Columbus has been a national leader in bringing people together to identify research, screening, diagnostic, and care capacity. Its annual Race for the Cure was a key financial driver. COVID made bringing people together difficult. Our task was to generate interest and fundraising opportunities with people who may not be able to participate in person.

What We Did

We created a year’s worth of story ideas out of a single event. This included what would be different about the race, how organizers tried to change the event to empower more participation, and where donations went that specifically helped local breast cancer survivors and the people who care about them.

We also engaged local micro influencers to tap into younger demographics for registration.

Finally, we wrote, designed, and managed the Columbus Dispatch Komen insert, a series of feature articles placed in the paper to generate interest in event and fundraising efforts.