Raising millions for women’s cancers 

The Revlon Run/Walk for Women was an inspiring event that brought out the very best of both the East and the West Coasts. Created by The Entertainment Industry Foundation and organized by the Davis Group, it was supported by dozens of great companies.

By its fifth year, The Revlon Run/Walk had raised more than $1.5 million at the Los Angeles run, and over $700,000 at its New York counterpart. But the organizers knew that a fresh approach could help them do even more.

 

What we did

FreeAssociates anchored the new campaign with an image that captured the exhilaration and empowerment that characterized the event. Then we created every bit of supporting material, from posters and advertising, to in-store counter cards and t-shirts — a total of some 40 marketing tools, eventually including giant video displays in Times Square.

Results

In our first year, we achieved a 60% overall increase in net contributions. The bicoastal event went on to raise well over $30 million for cancer research during our 12-year tenure.

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