Despite being a national community for support and an instigator of therapeutic progress against a disease diagnosed in 300k women and men every year, Living Beyond Breast Cancer remained challenged by low awareness in a crowded, pink-washed advocacy space that spends $1 billion annually on marketing.
The opportunity to identify a distinctive positioning between competitive brand giants and niche-targeted networks emerged when we discovered how profoundly individual this disease is, and yet, while terrifying, can be effectively treated in most cases. By helping Living Beyond Breast Cancer own its place as a leading psycho-social resource among its cure- and research-focused peers, we solidified its valuable connection with its followers. We built a communications and content strategy on this brand promise–to change our relationship with breast cancer–using candor to erase fear and empower the diagnosed to live their best life within the framework of a pragmatically flawed one.
Hallmarks of the rebrand evoked the characteristics of a nurturing “third space”–including a refined logo, color palette and unstaged editorial photography–activated in advertising, sales tools and a content strategy across social media, conference programming and their website.