Domestic violence and breast cancer are two of the most important women’s issues. The Avon Foundation for Women works to raise awareness and support to end both. In 2012, they asked DNA to help them refine their messaging and redesign their website to increase public education, fundraising and potential grant recipients.
The new Avon Foundation for Women website brought two separate causes together with a singular new symbol and a commitment to making a difference. Simpler organization and bold visuals and graphics demonstrated Avon’s impact on helping women.
In support of Breast Cancer Awareness Month, DNA worked with the Avon Foundation to generate awareness through social media.
“Pin It To End It” encouraged people to 'pin' images of breast cancer survivors on the Avon Foundation Pinterest page. For every photo posted, as well as for every ‘re-pin’, the Foundation made a donation.
“Pink Yourself” allowed people to customize their Facebook profile photos with various overlays to raise awareness of breast cancer. The campaign was supported globally, and profiles went pink in over 34 countries.
The Avon Walk for Breast Cancer has become one of the most visible, most successful and most impactful demonstrations of The Avon Foundation’s longstanding commitment to improving the lives of women.
Our campaign relies heavily on consumer research. We learned that knowing how much impact each walker’s fundraising can have on women in need is an effective motivator. Demonstrating this impact was a key component throughout all facets of the campaign, including television, print, digital and out of home.
Since launching the first Avon Walk for Breast Cancer, the event has grown to eight walks in major markets around the country. The number of participants has grown each year. And the best news: more than $440 million has already been granted to fund critical research and provide services to patients.