BRCA2018-01-23T00:33:43+00:00

Project Description

BRCA

Non Profit Practice

Challenge

A newly founded non-profit in San Francisco, the BRCA Foundation communications goal was to launch a first year campaign to announce itself to the world as a leading research funding institution in the effort to prevent, treat, and cure cancer resulting from BRCA gene mutations.

Approach

Leveraging the organization’s unique founder story – an adopted-at-birth Silicon Valley heavyweight who learned of his cancer-causing genetic mutation when reunited with his birth mother, KCG targeted earned media via aggressive pitching to local and national technology and biotech press. We also promoted Year One partnerships with genetic testing powerhouse Color Genomics and national cancer charity The Jimmy V Foundation.

Results

With multiple high profile placements widely read publications like the San Francisco Chronicle, TechCrunch, Bloomberg Tech, Business Insider and the San Francisco Business Times – among others – the Foundation raised awareness for cancer-causing genetic mutations, cultivated new donor relationships, and launched a successful, first-of-its-kind BRCA Registry to encourage people with BRCA gene mutations to participate in Foundation-funded studies to help end the threat of these aggressive cancers.

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