DALLAS: Susan G. Komen for the Cure appointed Bromley Communications as its Hispanic marketing communications partner. The agency will lead the organization's first national Latina-targeted initiative to help reduce breast cancer mortality.
Though she wouldn't divulge the account budget, Katrina McGhee, EVP and CMO for Susan G. Komen for the Cure, said that the initial investment for the national Hispanic marketing campaign in total is between $2 million and $3 million this year. She added that the range could grow over time and excludes grants awarded on a local level.
Bromley will implement public service campaigns, community outreach, and media relations to launch an integrated Hispanic platform for Latinas through the country. According to the organization, breast cancer is the leading cause of cancer incidents and deaths among Latina women, and represents 28% of the new cancers that are diagnosed and 15% of the deaths from cancer within the community.
“The truth is Komen has always reached out to the Hispanic community through our local affiliates," said McGhee, adding that over the past two years, the organization has awarded more than $76 million in grants that benefit Latinas across the country.
“What we're establishing now is a national marketing campaign to engage a broad cross section of the Hispanic community, as well as various aspects of the breast cancer community," she said. "While it's been localized through their community, we are now taking it up to a national level with a campaign designed to educate, engage, and then involve them in everything from educational programming to Race for the Cure to specific things targeting that Latina community.”
McGhee said the RFP, which was issued last fall, began as phone interviews with seven agencies that were then narrowed down to three finalists. She declined to name the agencies involved and said they represented a diverse group from across the country.
“We did agency visits and they were asked to submit a proposal for what a three-year strategic campaign would look like with some pretty specific initiatives that would happen in year one,” added McGhee. “And Bromley just far and above exceeded everyone else. They have intimate knowledge of the breast cancer community and its specifics.”