Cause Branding

Using Influencers to Support a Cause

Susan G. Komen 3-Day

$800 million
raised to fight breast cancer
2 billion+
earned media impressions
More than 512,000
participants

Challenge

The Susan G. Komen 3-Day® is a three-day, 60-mile walk for individuals wanting to make a personal difference in the breast cancer movement. Participants fundraise and train for months, then dedicate an entire weekend to the cause. As a fundraising event, the Komen 3-Day doesn’t have an endless marketing budget for year round paid recruitment efforts. Since 2005, Crossroads has managed media relations efforts for the 3-Day® is in order to effectively generate awareness of the event.

Solution

The 3-Day is no stroll in the park. Fundraising and training take time as walkers commit to raising $2,300 each and training 16-24 weeks in order to walk 60 miles. Because participants need time to prepare, the ideal time to raise awareness of the event and drive registration is several months out. However, media is interested in covering the event live, not six months prior. If media only covers the event weekend, it’s too late for viewers, readers or listeners to get involved that year. Crossroads has implemented various strategies to pique media’s interest in the first and second quarters of the year, including finding walkers with compelling stories to share and getting media to register for the event themselves.

During each 3-Day weekend, Crossroads provides an on-site team to lead all media relations efforts on the ground. This includes drafting and distributing media materials, inviting media to various points along the route and coordinating interviews for the national spokesperson and 3-Day participants.

Results

Annual media coverage for the 3-Day continues to increase year over year, with more than two billion impressions earned since Crossroads has managed the event’s PR. As a result, more than 512,000 participants have raised $800 million for cutting-edge breast cancer research and lifesaving treatment programs.