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Susan G. Komen for the Cure®, the global leader of the breast cancer movement, wanted to develop an effective outlet for educating women, particularly young women and minority audiences, about breast health awareness year-round, expanding their reach beyond National Breast Cancer Awareness Month (October), their 3-Day for the Cure and Race for the Cure series. The organization also sought to attract more supporters and advocates for the breast cancer movement and encourage people to share life-saving information with friends.
Event 360 worked with Komen to create Komen On the Go™, a mobile marketing experience featuring a fleet of signature pink vehicles that travel the country. The vehicles, which serve as moving billboards on tour, stop at cities nationwide and serve as the hub for interactive educational experiences. Highlights include an interactive computer curriculum, informational video kiosks, instructions for breast self-awareness (BSA) with printed collateral offering life-saving information and an 8-foot "graffiti wall" for sharing memories and pledging support.
Since its inception in 2004, Komen On the Go has grown from 19 stops to 140 stops annually. In 2008, the tour actively engaged more than 31,000 people in the experience and distributed more than 208,000 pieces of educational material. Additionally, attendance at Komen On the Go tour stops totaled more than 3.5 million people, exposing millions of men and women to the Komen brand in 2008 alone. Because of the wide exposure and large number of people this mobile tour reaches, Komen On the Go is positioned to be a great asset for sponsorship as well. Susan G. Komen for the Cure has been thrilled with the results and participant feedback.
"Komen On the Go has helped Susan G. Komen for the Cure make significant progress toward our goal of engaging people, particularly young women and minority audiences, in the global breast cancer movement. It is now a vital part of our year-round and outreach strategy and an excellent marketing and engagement tool." - Emily Callahan, Vice President of Marketing and Communications, Susan G. Komen for the Cure