More Than a Race
Each year, thousands gather together at the Family Circle Cup Stadium on Daniel Island for the Susan G. Komen Lowcountry Race for the Cure. This event is a beautiful and diverse celebration of community, support and hope in the fight against breast cancer. Each year, TRIO is proud to help support the marketing and branding efforts for the event – the affiliate’s largest fundraiser. In order to inform the public about the 21st annual Race coming up on October 18, it was important that we developed a campaign that could gain traction and spread across the Lowcountry, while also speak to individuals in a personal way.
The TRIO team held a client meeting early in the year to decide on a theme for the 2014 Komen Race materials. After discussing several possibilities, we came to an agreement that this year’s theme would be “More than a Race”, knowing that our community now has dozens of 5K and 10K races to choose from. When the time came to develop campaign materials, we spent quite a bit of time exploring what the “more” really looks like. Looking through our past race photos, it became clear that the event holds a different meaning for each person. While participants have their own reasons for participating in the race, there are also some common themes that reflect the community and bring them together.
Using local photos and feedback from recent years’ races as inspiration, the “More than a Race” concept started to come to life. Considering the many unique perspectives and circumstances that lead people to attend the race, we decided that the best way to represent these multiple viewpoints was to bring several faces into the campaign. We started off with poster designs, each featuring an attendee from last year’s race. We included some common motivations that one might have for racing, as well as a reason that makes it special to them. To give the copy a more sentimental feel, we chose to incorporate typography that has a hand-written look and feel.
With the race quickly approaching, it is very exciting to already see the 2014 campaign materials popping up throughout the Charleston area. We encourage you to come out to Daniel Island on Saturday, October 18, and join the movement to end breast cancer forever!
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