Developed by TracyLocke of Dallas, this provocative online ad is part of a larger 25th anniversary rebranding by the Susan G. Komen For The Cure foundation. (The foundation was created by Komen's sister as part of a deathbed promise to do whatever she could to fight cancer. In 25 years, they've raised and disbursed over a billion dollars.):
Says BrandWeek, "The Komen campaign, by contrast, would call for assertive brass and lots of percussion—again, an attention-getting change from the norm. The tone of the advertising is in keeping with the organization's new name and its take-no-prisoners motto, "we're on a mission." One comes away quite persuaded that these people think they can eradicate the disease and not merely ameliorate its effects. That will engage the attention of potential donors while also prompting women to do what it takes to protect themselves from breast cancer."