For more than 10 years, AMS Pictures has worked with the Susan G. Komen Breast Cancer Foundation in Austin to support and promote the annual Race for the Cure. In 2011, we partnered with SMA, a local advocacy group, to create a series of high-impact public service announcements and web-based outreach tools for the Austin chapter of the foundation. The videos we created deliver an important message about breast cancer in a truly memorable way for residents of Central Texas.
Other than the publicity surrounding Race for the Cure, there is little understanding of the many ways the foundation makes an impact locally. While SGK-branded products can be found in a variety of Central Texas department stores, there is little else available to localize the brand and the work of the Austin chapter. To make this connection we employed a “GO LOCAL” strategy, which played out in a few different ways. The top-tier goal of the videos we produced was to link a sobering fact about breast cancer to the women who live in Central Texas. The fact: one in eight women are affected by breast cancer. Every scene of the public service announcements was shot in recognizable Central Texas locations. Each shot includes women doing everyday things, but over the head of each is a number from one to eight. The national statistic instantly becomes highly personal and more impactful because the women featured in the spots are in familiar locations.
The series of spots includes a 15-second and 30-second version for television and web sharing.
We also created a longer version for use at conferences, events and special presentations.
One highlight for the AMS Pictures team was seeing the 30-second spot used as a direct fundraising tool in partnership with Wells Fargo. For every online view, Wells Fargo is donating 50 cents, up to a maximum donation of $7,500 – check out the video here.