PHILADELPHIA: The Breast Health Institute, which sponsors a biannual conference on breast cancer for the medical community, has tapped Cashman & Associates for a global campaign to raise funds and awareness.
Cashman had done project work for the nonprofit foundation in the past, but took on the formal relationship as the institute moves to launch a "major media initiative," said Stephanie Reynolds, the agency's director of special projects.
The institute is hoping to communicate the message behind its recent high-profile ad that ran in European publications. The ad featured Donatella Versace photographed by the legendary fashion photographer Mario Testino.
"Internationally, breast cancer has a very different connotation," Reynolds explained, adding that women outside the US still face stigmas.
Cashman is also trying to tap into corporate support, particularly from designers around the world. It is planning regional events, such as an October gala dinner/ dance that is co-sponsored with Fashion Group International of Philadelphia.
The efforts support the institute's "Think Tank" conference, which is held every other year.