Know Your Girls

The goal

For Breast Cancer Awareness Month, we teamed up with the Ad Council and the Susan G. Komen Foundation to launch “Get In Formation, Get Information”—a campaign rooted in sisterhood and empowerment. Our goal? To reduce breast cancer deaths in the U.S. by 50% by 2026 through greater health equity for Black women and underserved communities.

We knew this conversation had to be bold, real, and action-driven. So, we spoke directly to Black women, encouraging them to take charge of their breast health with accessible educational tools and resources focused on early detection. Visually, we blended the traditional pink of breast cancer awareness with brown tones to help the content stand out from other Breast Cancer Awareness Month content, with the goal of representing and centering Black women in the conversation.

In doing so, we created a powerful digital campaign, igniting conversations across social media with influencers, engaging content, and a custom GIPHY partnership—making it easy for women to share and spread the word in a way that felt authentic and personal.

The team

Creative Director: Fairfax Buchanan Banks
Account Strategy: Kori Bennett
Brand Strategy: Rachel Dely
Executive Producer: Celeste Bryant
Design: Chloe Bartlett, Abigail Spooner

Social Content

As part of our NBCAM campaign awareness strategy, we produced a combination of evergreen organic and paid social content, and built a custom toolkit of social templates and animations that our client could use to quickly create fresh content throughout the month as UGC content was produced. This toolkit even included a fun Facebook profile frame that users could apply to their personal Facebook accounts to spread awareness to their circles.