North Texas Affiliate of Susan G. Komen for the Cure Re-engages OnMessage to Serve as Full-Service Marketing Partner for Second Consecutive Year

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OnMessage Carries Out the National "I" Campaign to Raise Awareness for the 20th Anniversary Komen North Texas Race for the Cure®

OnMessage, an integrated advertising agency based in Dallas, is teaming up for a second consecutive year with the North Texas Affiliate of Susan G. Komen for the Cure to deliver a successful advertising campaign for the upcoming Komen North Texas Race for the Cure.

After the success of the 2009 "Your" campaign, created by OnMessage, The North Texas Affiliate of Susan G. Komen for the Cure turned to the agency once again to produce an integrated marketing plan for this year's 20th anniversary race - from strategic planning to messaging and campaign development. OnMessage's 2010 goal is to increase the campaign's impact through consistent messaging. The team is carrying out the national Susan G. Komen "I" campaign in North Texas, using the well-recognized pink ribbon motif to create the letter "I" in empowering words such as "involvement," "inspire" and "invest."

"Last year our needs were not only met, but were far exceeded using OnMessage as our full-service marketing partner," said Mary Frances Hoover, race chair, board of directors. "We're thrilled to partner with this talented team of creative professionals again, building on last year's momentum to help increase brand awareness, specifically for our upcoming race," she added.

"The OnMessage team has truly enjoyed being able to use our expertise in advertising and marketing as a way to give back to the community," said James O'Gara, president and founder of OnMessage. "We're excited to have the opportunity to work with Susan G. Komen once again."

The "I" campaign includes traditional marketing vehicles such as direct mail campaigns and Point of Sale (PoS) materials, as well as digital marketing programs including e-mail campaigns, banner ads and social media initiatives on Twitter and Facebook. OnMessage is also creating the public service announcement (PSA) ad script for race chairwoman Cristina Barbosa-Young, wife of Texas Rangers infielder Michael Young.

The "I" campaign will appear in news outlets such as the Dallas Morning News, Collin County Business Press, and Plano Profile, to name a few. In addition, television and radio ads will run on Channel 11, KLUV 98.7 and 103.7 Lite FM, among others.

Also as a result of last year's success, Susan G. Komen for the Cure gifted OnMessage with a top-level "Platinum" sponsorship this year.

This year's 20th anniversary Komen North Texas Race for the Cure will be held on June 12th on the Plano Campuses of HP and The Campus at Legacy. This year's race will grant more than $800,000 toward the fight against breast cancer, funding grassroots education, screening and treatment programs as well as national research.

About OnMessage
OnMessage is an integrated advertising agency that specializes in creating brand stories that emotionally connect with a specific audience, and telling those stories through the most appropriate advertising and marketing vehicles. Leveraging traditional and digital media, OnMessage has helped clients such as AmerisourceBergen Specialty Group, 3M Unitek, The SCOOTER Store, Susan G. Komen for the Cure® and others improve the return on investment they receive for every marketing dollar they spend. With a core philosophy of staying "on message," and its team of branding and storytelling professionals, OnMessage is the agency leading companies turn to for innovative advertising ideas. For more information, please visit or call 972-931-3444 Ext. 1106.

Visit to learn more about OnMessageTHRIVE, the agency's health care division.

Email theminute(at)itsonmessage(dot)com to receive the OnMessageMinute - weekly emails that spotlight critical trends in advertising and marketing.

Get the inside scoop on our day-to-day marketing strategies - follow us on Twitter: @onmessage

About Susan G. Komen for the Cure
Founded in 1991 the North Texas Affiliate serves Collin, Denton and Grayson counties. The Komen Race for the Cure is the largest of 5K runs/fitness walks in the world. This is the largest fundraiser for the North Texas Affiliate of Susan G. Komen for the Cure®. Up to 75 percent of the net dollars raised at the Race stays in Denton, Collin and Grayson counties in the form of grants to help fund breast cancer education, screening and treatment for women and men in Collin, Denton and Grayson Counties. This year $800,000 were awarded to twelve programs in these areas to assist women, men and their families in breast cancer education, screening and treatment. At least 25 percent is contributed to the Susan G. Komen race for the Cure Research and Grant Award Program. By taking part in the North Texas Race, you will make a difference in your community.

For more information on forming a team, joining as an individual, volunteering or to make a donation, please visit our website at or call 972-378-4808.


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