TL;DR: The Susan G. Komen Foundation wanted to add emotion to the opening ceremony of its 3-Day walk that is held in seven cities yearly. Boundless created reusable LED wristbands that were raised by cancer survivors during the early morning ceremony. Additional motivation included: superhero capes, promise ribbons with quotes, and customized shirts.
overview
The Susan G. Komen Foundation is the largest breast cancer organization in the U.S. Its nation-wide events — including a 5K run, 3-Day walk and marathon — draw more than a million participants yearly. These events are already emotional as families, friends, and breast cancer survivors gather to raise money for research and resources.
strategy & goals
Susan G. Komen presented Boundless with a creative challenge to produce a promotion that would evoke emotion and passion at the opening ceremony of their 3-Day walk series that takes place in seven cities across the country.
results
The resulting campaign featured reusable LED wristbands that had survivors turn on their bracelets and proudly raise their hands during a key part of the early morning ceremony — all to light the way in the fight to end breast cancer. Along with the LED wristbands, participants also received promise ribbons with motivating quotes, customized shirts, pink superhero capes, and hats that helped motivate the walkers to make it to the finish line.
conclusion
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