NEW YORK: Don King is lending his celebrity to the cause of breast cancer as the boxing promoter, along with fighters Felix Trinidad and Roy Jones Jr., have teamed up with Susan G. Komen for the Cure to raise awareness around the disease in the run-up to their January 19 fight at Madison Square Garden.
The unlikely partnership will provide an opportunity for the nonprofit to reach an entirely new audience, according to Katrina McGhee, VP of marketing for Komen. McGhee said that in addition to adding muscle to the organization's recent focus on multi-cultural outreach, the partnership will also reach out to men, a crucial audience when it comes to stressing the need for early detection.
When Don King Productions and Rubenstein Public Relations approached Komen, the organization saw an opportunity, McGhee said. The partnership was announced at a press conference in New York. McGhee said Rubenstein PR has additional outreach planned for the week leading up to the fight, including a tour of TV news morning shows.
As part of its push towards multi-cultural outreach, the nonprofit hired Axis Communications late last year and launched its Circle of Promise outreach effort aimed at African American women. Weber Shandwick is the organization's AOR.