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Nov 21, 2009
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Home / Advertising and PIB / Case Studies / Breast Cancer Champions

Breast Cancer Champions

Agency: J. Walter Thompson
Budget Range: Under $10MM
Percentage of Print in the Media Mix: 100%
Unit Size: Pages
Other Media:
Media Mix: Case studies that are magazine dominant, 75%+ of total budget

Objective:

  • Reach a broad audience with the message that Ford is a supporter to women impacted by breast cancer; drive traffic to Ford website; galvanize readers to take part in the Susan G. Komen Race for the Cure; and raise money for breast cancer charities.

Target Audience:

  • Broad audience of women

How Magazines Were Used:

  • Leveraged inserts and publications' relationships with retail stores for tie-ins.

Results:

  • Total program reach of more than 264 impressions
  • Additional media coverage in Fox Channel Five's Good Day NY, Brandweek, New York Post, Automotive News and syndicated TV show Extra

Industry Awards:

  • ADWEEK Media Plan of the Year

Other Recognition:

Comments:

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