The Foundation for Women’s Cancer, formerly the Gynecologic Cancer Foundation, hired KB Concepts to help celebrate its 20th anniversary by rebranding with a new name and expanded mission and goals. We chose a name that was easier to say, spell and remember; a logo that was simple and elegant; and a tagline that clearly indicates the organization’s purpose: to provide education and support, and to raise awareness and research funding to end gynecologic cancers. The new look was consistently applied to all Foundation materials and messaging, and was further strengthened with the launch of the Foundation’s new comprehensive, interactive website. The website won a “Best Health/Healthcare Content” Award from Strategic Health Care Communications following its launch.
The National Race to End Women’s Cancer, for which KB Concepts directed marketing and media from 2011-2015, is the Foundation’s signature annual event.
Results: Each November, months of planning and outreach via social media, traditional media and influencer marketing — including recruiting celebrity cancer survivor Camille Grammer as the Foundation’s national spokeswoman and Race Chair — as well as events, sponsorships and key partnerships culminated in significantly greater social media audience size; solid national and local media coverage including the NY Times, People, Coping with Cancer and Redbook Magazines, a record number of participants each year, and unprecedented support from the Foundation’s survivors, sponsors, surgeons and donors. The event has raised more than $1.5 million to date.
With KB Concepts’ help, The Foundation for Women’s Cancer is now well known as the only comprehensive national resource for all reproductive cancers, and the National Race to End Women’s Cancer has grown into a major national awareness and fundraising event. Follow the Foundation on Facebook, Twitter, YouTube, Pinterest and Instagram.