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Susan Goodman Komen lost her three year battle with breast cancer
o Komen detected the cancer when it was in later stages, affecting how much doctors could do for her treatment wise. -
Susan G. Komen Breast Cancer Foundation was founded by Susan’s sister Nancy Goodman Brinker
o Brinker promised her sister before she died that she would do everything she could to end breast cancer, inspiring her to start the organization. -
The first Susan G. Komen Race for the Cure
o Brinker wanted to find an activity that could get all target audiences involved, including breast cancer victims, friends and families of the victims. The first race proved to be extremely successful so the race continued to be part of the campaign. -
Began annually awarding work in the cancer research field with the Komen Brinker Award for Scientific Distinction
o The organization found it to be important to recognize those who have worked so hard to make an effort to find the cure to breast cancer. -
Yoplait became a sponsor of the foundation and started the Save Lids to Save Lives campaign
o This corporate partnership has been one of the most recognized campaign efforts throughout the years. Pink yogurt lids can be sent in to Yoplait in order to have money donated towards the foundation. -
Announced their involvement with the US-Middle East Partnership for Breast Cancer Awareness and Research
o Expanding their organization to reach women across seas is a huge step in growing awareness throughout the world. Joining with the Middle East was especially a huge ordeal because women are not as well respected and cared about on that side of the world. -
Changed its name to Susan G. Komen for the Cure and trademarked the pink running ribbon as part of their new branding strategy
o This campaign move was crucial to the brand created by the organization. The pink ribbon has now been highly associated with the campaign and has created a trademark used for marketing techniques. -
25th Anniversary of the Race for the Cure was celebrated
o This time was pivotal for the organization, celebrating the growth that had occurred since the start of the campaign. Major “Pink” parties were thrown across the nation and even the world. This also placed the spotlight on Komen as a successful non-profit organization. -
Launched a mobile donating campaign which allows supporters to donate money by texting
o Technology use has increased and evolved since the organization first began. By creating this mobile donation campaign it was able to reach donors in a way that was convenient and up with the times. -
The Susan G. Komen Race for the Cure was renamed as Susan G. Komen Global Race for the Cure
o With the grown of the organization, the events also began to spread to other parts of the world. Renaming the race and incorporating the word global proves the success and growth that has occurred since the organization first started. It was also used as a way to show supporting countries that their partnership was meaningful to them, hoping to maintain their bond in this cause. -
Paired up with KFC with the “Buckets for the Cure” campaign in which chicken buckets were pink with the Susan G. Komen for the Cure trademark
o This is one of the most controversial corporate partnerships that the organization has chosen to take part in. The pink buckets were sold to raise funds, but the food itself is promoting unhealthy eating and obesity. People who are overweight have a much higher risk of having any form of cancer, which many people saw as contradicting to the organizations goals and values. The company was heavily scrutinized for this partnership, which soon ended after it began. -
Jerusalem, Israel held its first Susan G. Komen Race for the Cure
o This is just another pivotal example that shows the barrier breaking moves that this organization has made. Jerusalem had originally opted not to join in partnership with other Middle Eastern countries, but then changed their mind after seeing the effects of the campaign. -
Wall Street Journal exposed the foundation for warning various organizations to not incorporate “For the Cure,” the color pink and pink ribbons into their campaigns
o “The Big Bad Wolf” became the commonplace name for the organization after they began to file lawsuits against other non-profits for using their coined phrase “for the Cure.” The media blasted the organization for forgetting the meaning of all of their hard work and being money hungry. Negative press and public opinions led to the dismissal of several of the lawsuits.
