B4BC Brand Positioning
Breast cancer awareness and prevention is serious business—and keeping fickle millennials tuned into the risks of living an unhealthy lifestyle is challenging to say the least! We created the mantra “Be Healthy, Get Active, Ride!” as a way to tap into the interests of a younger demographic, move beyond statistics and into the realm of positive messaging through inspiration and education. Content became a critical component of this positioning as a way to arm young people with the tools necessary to reduce their risks and lead longer, healthier, and more sustainable lives. Be Healthy, Get Active, Ride! is ultimately a celebration of life at every turn, both on and off a board!
This strategy was carried out by:
Developing and funding programs with the intent of providing one-on-one peer education and valuable preventative information to hundreds of thousands of young people through content and outreach.
Partnering with a world-class athletes and global brands to espouse the virtues and the possibilities one can achieve through living an healthy, active lifestyle.
Actively sponsoring or producing local, regional and national events such as B4BC’s Snowboard + Music Festivals, U.S. Open of Surfing, Burton’s U.S Open of Snowboarding, B4BC’s Shred The Love Winter Series, Shaun White’s Air + Style, and B4BC’s Check One Two Campus Outreach Tour. Funds raised support B4BC’s programs as well as local beneficiaries including The Breast Cancer Fund, The Susan G. Komen Foundation, The Nina Hyde Center for Breast Cancer Research and a variety of regional breast cancer support organizations.
Developing branded and co-branded products with respected partners, B4BC helped to keep it’s prevention, awareness and healthy lifestyle programs out in front of the public eye as well as generate revenue to fund programs.
Content serving as a core component of education, through digital content strategy with compelling copy and graphics as well as an award-winning mobile app and two print publications.
Stay young, have fun, but most importantly keep the all-important message consistent across all media platforms.
Category : Brand Development, Design, Advertising & Marketing
Date : 2012-2015
Client : B4BC
Location : Hermosa Beach, CA