THE CHALLENGE
Recruit new walkers in big numbers to take on 39.3 miles in 2 days. This is the AVON39 Walk to End Breast Cancer. It's tough, so we had to get tough, too, like the walkers. We had to rally new recruits to devote not only 2 days of sweat equity but also to pledge $1,800 in funds. Of all the walks, AVON39 requires the biggest commitment. The challenge? Refocus attention on the go big reward-factor.
THE INSIGHT
Previous campaigns spoke to the converted, committed walkers who had been pounding the pavement for years. They are invaluable to the cause, but AVON39 couldn't survive on alums alone. We had to change the paradigm – fast. We had to speak a new language to a new demographic of walkers. And we had to do it loudly, boldly, rousingly.
THE SOLUTION
We looked at the greatest recruiters out there – the United States military – and asked ourselves how they did it. How do you ask young men and women to take that challenge, go into battle, maybe even make the ultimate sacrifice? By tapping into the warrior in us all. No matter the fight, the warrior's answer is to bring it. So that's what we did. We brought it to all touch-points: digital, social, broadcast, radio, print, and a totally updated user experience. BTW, we recorded an original single, too! Check it out on iTunes.
THE RESULT
AVON39 was poised to crush it with renewed energy and a new bad-ass, unified and unifying message that powered more eyeballs than ever to a rebuilt, simple to navigate, quicker to register AVON39 web experience. This easier customer journey meant more walkers, and more walkers meant more research, more screenings, more access to care – more survivors.
BTW, the success of the line, Warriors Wanted impressed the US Army so much they commandeered it the following year for their campaign. Plus, the campaign music we produced became such a hit we produced and released it as a single, “Walk Like a Warrior”, by Green Man, featuring Emily Jaye. Rock on!
