Project Description

HKA has served as the marketing communications agency for prominent nonprofit client Susan G. Komen for the Cure Orange County since 2007, supporting its many signature initiatives, including the annual Race for the Cure, Pink Tie Ball and Pink Tie Guy ambassador program. The Komen Orange County Affiliate is a highly recognized nonprofit 501(c)(3) public charity that operates under the charter of the international organization headquartered in Dallas, Texas.

The Challenge

With a critical need to provide an increased number of mammograms for women and men in need, including the underserved and underinsured, Komen OC tapped HKA to develop a unique endeavor that would spread greater awareness for the Orange County chapter’s year-end campaign. The affiliate specifically aspired to reach beyond its existing audience and enhance its traditional communications tactics beyond direct and online mail. HKA was asked to increase client visibility and help raise more money for the organization.

The Solution

HKA set out to develop an unconventional approach that was both cost-effective and impactful, while also maintaining great sensitivities to the issue of breast cancer and the lives it affects. Strategically, the agency wrapped its arms around third-party advocacy and harnessed the power of celebrity faces – or in this case, voices. HKA first wrote catchy and inspirational lines to the tune of Winter Wonderland, appropriately timed for the holidays. The song parody cleverly reinforced the need for additional funding and awareness for breast cancer and communicated a call to action – in this case public donations to Komen Orange County.

Next, HKA enlisted an array of notable Southern California personalities, including television icon Vanna White, Hall of Fame surfer Corky Carroll, former Los Angeles Laker Kurt Rambis and Cal State Fullerton President Mildred Garcia, to sing a line of the parody.With a minimal budget allocation, HKA videotaped the “crooners” at their location using a simple video camera. At the end, a dozen faces and voices were woven into a sensational viral video of HKA’s new holiday classic.It went live on YouTube and elsewhere in the weeks before Christmas, leveraging the spirit of the giving season. HKA pushed it via social media and traditional media to generate as many views as possible – spreading awareness and raising dollars.

The Results

HKA’s “Funding Orange County Mammograms” video exceeded 3,000 views and continues to be a viral and organizational hit. The Komen affiliate proudly unveiled it at its 2012 Grants Breakfast. Hundreds of Komen constituents received (and forwarded) the video. The effort also received prominent local media attention with articles appearing in Orange County Business Journal, Orange County Register and OC Metro. Komen Orange County saw its Q4 fundraising total grow by more than 50 percent over the previous year, and stated that the video was a significant contributing factor.

The following year, the video won a Nonprofit IT CreativITy Award in the category of Community Engagement from Groundwork Group Orange County for using innovation and technology to achieve its mission. In fact, the original Komen jingle was so well received, Komen asked HKA to reprise its effort, resulting in a new jingle for the 2013 holiday season.