Integrate Agency had the pleasure of working with Susan G. Komen® Houston for multiple years, helping to bring awareness to how the nonprofit connects patients to breast health resources and provides financial assistance to people in breast cancer treatment, in an effort to increase fundraising. We worked with the client on public relations, social media and crisis management services, ultimately guiding the organization through two canceled events; our ultimate tasks was to find a way to bring awareness to the organization beyond the Race for the Cure, their biggest fundraiser and awareness builder.
Komen Houston approached Integrate looking for original ideas to increase brand awareness to a younger audience. Rather than a traditional PR campaign that focused on media coverage, Komen Houston wanted a unique, out-of-the-box campaign that reflected the brand’s values. Specifically, they wanted to get youth talking – and donating – like never before
After an already successful “ManiCURE Monday” campaign, focused on pink manicures (outside of October) where a portion of proceeds from each manicure went to the organization, Integrate developed “Pedal for the Cure” – a community partnership between Komen and BCycle, a local nonprofit bike-sharing company. The campaign encouraged personal wellness among Houstonians while raising awareness of Komen Houston’s mission to save lives and end breast cancer.
Two pink Komen-branded BCycles joined the city’s cycling fleet for the public to ride, and people could compete for free BCycle memberships by posting a photo to social media using the hashtag #PedalForTheCure.
While the goal was not fundraising, but rather brand building and giving us a media story, in only the first week, “Pedal for the Cure” raised over $500 for Komen Houston – from just two bikes! By the end of the campaign, BCycle reported that 800 trips had been taken and >50,000 minutes of ride time, which is great, free exposure.
Even more important towards the goal, we garnered significant TV and online news stories, in an “off” season for the organization, and developed a strong partnership with the city, that was able to continue past this campaign.