More and more science tells us emotion, not rational thought, is the gatekeeper to consumer behavior. the most emtionally engaging experiences are the most effective communications.

SUSAN G. KOMEN
I AM THE CURE

CHALLENGE: One of the key missions of Susan G. Komen for the Cure® is to educate people about breast cancer and early detection. The Komen Race for the Cure, considered to be the premier series of events in the breast cancer arena, touches over 1 million participants each year. Komen realized it was missing a golden opportunity to educate its participants.


INSIGHT: In 2006, baseline research found that participants left the Race feeling good about their role in supporting a loved one and the cause, but were not walking away with a heightened understanding about breast health. We realized we had an opportunity to harness the emotion and educate people at the same time.

IDEA: PowerPact created an event-based program and rallying cry called I AM THE CURE.® It executed at 89 Races and featured cheerleaders we call "Cure Leaders," chanting catchy breast health cheers and handing out education-based merchandise. Those chants were: • Best Protection is Early Detection! I AM THE CURE.® • Every Person, Everywhere! I AM THE CURE.® • Raise Your Voices for Healthy Choices! I AM THE CURE.® • Yearly Checkups Can Save Lives! I AM THE CURE.® Events were bolstered by a host of localized promotions, a Komen Affiliate training manual, Event Enhancement Kits, and an education-based microsite, www.iamthecure.org.

RESULTS: Race participant message recall jumped from 73.9% in 2006 to 89.5% in 2007; in 2006, 30.7% of respondents remembered a health message vs. 54.4% in 2007; cancer statistics recall improved in 2007 (26.7% vs. 18.1% in 2006); 87% of Race participants who took the premium quiz at www.iamthecure.org said the key chain was useful • I AM THE CURE.® rolled out nationally and internationally, totaling 122 Races, including three in Italy, one in Germany and one in Puerto Rico. Chants continue at all Races today.