Breast cancer marketing campaign earns thousands
Oct 13, 2011
Every year, Mary Kathryn Walker of Mobile, Alabama, runs a public relations campaign to fight against breast cancer, and it raises thousands of dollars in donations. However, she does so without any money for marketing, according to The Commercial Appeal.
"Let's face it, the fact that we're having a walk to fight cancer isn't especially newsworthy, so that means we have to work hard to infuse our campaign with compelling stories," Walker told the news source. "We focus on local survivors and let them help us to create connections. When you touch people, they're more likely to respond to your message."
Because of her hard work and the work of many others, there will be 6,000 participants in this year's walk in Memphis this Saturday, the media outlet reports.
According to the American Cancer Society, this disease is the second leading cause of cancer-related death among women behind lung cancer. However, the fatality rate has been decreasing since 1990 due to advancements in research and breast cancer breakthroughs news. There are currently 2.5 million survivors in the U.S.