Komen enlists Axis for 'Circle'

LOS ANGELES: Susan G. Komen for the Cure has selected the Axis Agency, the multicultural unit of Weber Shandwick, to launch and promote its "Circle of Promise" campaign, an effort to engage the African American community in the fight against breast cancer.

LOS ANGELES: Susan G. Komen for the Cure has selected the Axis Agency, the multicultural unit of Weber Shandwick, to launch and promote its "Circle of Promise" campaign, an effort to engage the African American community in the fight against breast cancer.

Weber Shandwick is Komen's AOR, and Katrina McGhee, VP of marketing for Komen said the nonprofit naturally looked to Axis when the need came for an agency to provide support with the "Circle of Promise" effort.

The new campaign will include outreach to get the word out about breast cancer's impact on the African American community, stressing the importance of early detection and treatment. The campaign will be centered on online efforts; its Web site www.komen.org/circle allows individuals to register and learn more about the program.

"We will use the micro site to help spread the word that African American women are disproportionately dying of breast cancer, but there are things you can do," McGhee said. "We're trying to dispel some of the myths that exist in the community, and trying to emphasize the importance of early detection."

The campaign will also provide African American women the opportunity to get involved in the movement by joining the "Circle of Promise" and serving as ambassadors within their local communities. With the help of corporate partners like Essence, Ford Motor Company, and The Links, Inc., McGhee said the organization hopes to recruit 100,000 women to the "Circle of Promise" over the next three years.

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