SUSAN G. KOMEN® FOR THE CURE®
CAUSE MARKETING CAMPAIGNS
When Beth joined Susan G. Komen’s national development leadership, breast cancer activists had already made significant inroads de-stigmatizing breast cancer, increasing support programs, funding research, and moving breast cancer into the public limelight. The breast cancer movement had made a real impact on raising awareness of the disease and institutionalizing support — in large part due to the highly-successful Race For The Cure® series begun by Komen in 1982.
It was Beth’s charge to track the blockbuster corporate cause marketing campaign rolled out by American Express in 1983 (benefiting the restoration of Ellis Island), and apply it to Komen and its mission.
Beth and her team co-leader developed the first strategic partner cause marketing campaigns…among them “Tiffany Teaches,” an in-store promotion to boost awareness about breast cancer and raise $100,000 for Komen in the process. Running at all 400 Tiffany & Co. fragrance counters in the U.S., the program featured breast health educational materials along with Tiffany & Co. fragrance and a limited edition scarf created by the jeweler’s famed design director, John Loring. The scarf — a quick sell-out — depicted the iconic runners in Komen’s annual Race For The Cure®. In quick succession, Lee Jeans, New Balance, and Mirabella Magazine joined as participants in the first wave of Komen’s cause marketing initiative. Today, Susan G. Komen® raises more than $30 million annually from 60+ cause marketing partnerships.
Image: © Tiffany & Co. (Courtesy Image)