Susan G. Komen

Building awareness with the black consumer

Background: Susan G. Komen is a leading influencer in breast cancer awareness - transforming how the world treats and talks about the disease. With mortality rates amongst black women in the US significantly higher than other races, SGK focused on raising awareness amongst this target. 

Objective: Explore perceptions of breast cancer and the broader world of health amongst black women, identifying the clear hinders and triggers for action (screening). Provide insights to inform an awareness campaign (phase one), and explore resonance with target and areas for optimization (phase two). 

Deliverables: Compelling portrayal of African American women, their relationship with health and their attitudes and motivations within the breast cancer space. Provide actionable insights to feed into a creative brief for awareness campaign, clear direction for campaign engagement and opportunities for optimization ahead of launch.

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