The Problem

Susan G. Komen needed a Mother's Day campaign that would engage their audience and drive support for their cause. But Mother's Day messaging around breast cancer is delicate: it's a celebration, but also a reminder of the mothers fighting the disease and the families affected by it.

They needed a campaign that honored mothers, connected people emotionally to the cause, and gave supporters a meaningful way to participate beyond a donation.

Our Solution

We built the campaign around an ode to mothers: celebrating the tireless work they put into raising their children, and honoring those who are also battling cancer at the same time.

We created a microsite dedicated to everything mothers do, inviting users to write encouraging notes to the mothers in their lives. For every message written, Komen would hand-deliver a note to a woman battling breast cancer. It was personal. It was actionable. And it created a direct connection between supporters and the people they were helping.

We supported the campaign with emails, social content, paid ads, and direct mail pieces that drove traffic to the site and encouraged engagement.