PowerPact and Susan G. Komen for the Cure® Roll Out 2011/2012 I AM THE CURE.® Program

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Program Includes Social Media and Volunteer Training Enhancements

Together with Susan G. Komen for the Cure®, PowerPact announces enhancements to Komen for the Cure’s breast health education program, I AM THE CURE.®, for the 2011/2012 season. These include new volunteer recruitment and training tools, refined breast self-awareness messaging and use of social media.

I AM THE CURE.®, which was created in partnership with PowerPact, is an award winning program of the Susan G. Komen Race for the Cure® Series that teaches people simple steps they need to know to take charge of their breast health. Each year, more than one million people are impacted by this program, which takes place at more than 130 Komen Race for the Cure® events nationwide and in places like Italy, Germany and Puerto Rico. This year’s program will run from April 1, 2011 through March 31, 2012.

“And it’s really working – now in its sixth year, I AM THE CURE.® continues to inspire and educate Race participants,” said Stefan Strickland, Director, Komen Race for the Cure®. “We know through our research that this initiative is truly helping our Race participants better understand the overall importance of breast self awareness.” The 2010 Komen post-Race research study showed that recognition about the importance of early detection was significantly higher than in 2009, with 82% awareness.

I AM THE CURE.® reinforces Komen’s four breast self-awareness messages:
1.    Know your risk
2.    Get screened
3.    Know what is normal for you
4.    Make healthy lifestyle choices.

The program is implemented entirely by Komen Affiliates and executed locally in each market on Race day by volunteers recruited by Affiliates. These volunteers serve in a variety of positions to implement the I AM THE CURE.® program on Race day.

“Having worked with the Komen Race for the past 15 years, we know that Komen’s volunteers are passionate about finding a cure,” said Susan Gooding, SVP, Managing Director, Client Services at PowerPact. “Helping Affiliates find and engage these passionate volunteers is key to educating more people about how to protect themselves. Importantly, the tools we provide Affiliates with are flexible enough for them to customize while still achieving executional consistency across more than 130 Races.”

New Volunteer Recruitment and Training Resources
Komen Affiliates will have access to a number of new tools this year including:

  •     An HTML email volunteer recruitment invitation that Affiliates can customize and blast to all prospective volunteers. Respondents can view a brief video about the power of being an I AM THE CURE.® volunteer and sign up to volunteer with their local Affiliate immediately
  •     Customizable volunteer fact sheets for each of the program’s volunteer positions
  •     Tools to recruit and train Breast Health Ambassadors, a new volunteer position that targets people with a medical background or experience with breast cancer to help educate Race participants about early detection
  •     Detailed training videos to help Komen Affiliates prepare volunteers for their important role on Race day
  •     Thank you communications that Komen Affiliates can blast out to their volunteer base following the Race.

Refined Breast Self-Awareness Messaging
To reinforce Komen’s emphasis on BSA (breast self-awareness), the program now includes expanded and detailed messaging about what changes you should look for in your breasts on a regular basis.

Use of Social Media
Komen Affiliates are encouraged to use their local social media pages to communicate with fans about the program’s key breast health messages and to recruit I AM THE CURE.® volunteers. New content will drive fans to test their breast health knowledge at the program’s website, http://www.iamthecure.org. And Affiliates can now invite fans to share their passion for the cause by becoming I AM THE CURE.® volunteers.

About PowerPact
PowerPact is a promotion agency that specializes in three areas: Consumer and Trade Promotion, Experiential Marketing and Cause Promotion. “Our work works” is more than a promise, it is a reality for our diverse set of clients.

Clients include General Mills, Mott’s, Capital One Bank, LG Electronics and Susan G. Komen for the Cure®.

About Susan G. Komen for the Cure®
Nancy G. Brinker promised her dying sister, Susan G. Komen, she would do everything in her power to end breast cancer forever. In 1982, that promise became Susan G. Komen for the Cure® and launched the global breast cancer movement. Today, Komen for the Cure is the world’s largest grassroots network of breast cancer survivors and activists fighting to save lives, empower people, ensure quality care for all and energize science to find the cures. Thanks to events like the Komen Race for the Cure® and Komen 3-Day for the Cure®, we have invested more than $1.9 billion to fulfill our promise, becoming the largest source of nonprofit funds dedicated to the fight against breast cancer in the world. For more information about Susan G. Komen for the Cure®, breast health or breast cancer, visit komen.org or call 1-877 GO KOMEN.

Susan G. Komen Race for the Cure is a Registered Trademark of Susan G. Komen for the Cure®.

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Sean Womack

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