There is increased competition every year among women’s cancer’swalks – which include the formidable Susan G. Komen 3-Day for the Cure and AvonWalk for Breast Cancer events, as well as the 5K Making Strides Against BreastCancer and Race for the Cure. The EIF/REVLON Run/Walk has legendary status inLos Angeles and New York, yet even they are not exempt. We presented EIF andREVLON with the belief that this annual phenomenon stands apart from the othersin three areas: 1) Its empowerment of women to win the fight against women’scancers (not only breast cancer; 2) Its celebration, – shown most dramaticallyat the start with music, dance, and confetti – of this power; and 3) The way itunites the city the weekend (or day) before Mother’s Day.
 
We developed a campaign based on the concept of “WOMENTUM,”which we defined as “an inspirational force gained over a distance of 5kilometers applied to the eradication of cancers in women.” This campaign wouldserve at every level of event administration, planning and marketing asarticulation of the event’s uniqueness. Visually, we communicated theRun/Walk’s singularity by wrapping the design in red and white confetti. Weinvested a new level of emotion to the confetti, both in advertising andon-event, by letting each red or white piece of confetti tell a story – ofcourage, survival, remembrance and triumph.     
 
WOMENTUMPOP stands and brochures were slated for stores, restaurants, and officesacross New York and Los Angeles. We designed and disseminated powerful DirectMail invitations to participation. We decorated subways and webpages.  We then broadcast emotional television PublicService Announcements. And since, in the business of grassroots fundraising,neither grass nor roots grows without enthusiastic cooperation, we invented acustomizable Teambuilding & Fundraising Poster to put at our participants‘disposal. The Run/Walk was still months away and the campaign was spelling outsuccess: Registration was up on an average of 201% and fundraising hadincreased by 39.5%.