NBCF takes a ride on the wild side

November 05, 2013

October was Breast Cancer Awareness Month, and from NFL cleats to ribbons on trees, there was no shortage of pink. For our client National Breast Cancer Foundation (NBCF), October was the perfect month to try something new and bold. 

NBCF came to us with the dual goal of increasing awareness about the disease and providing a place where diagnosed women and their families could go to learn more.

We began by concepting ideas that would help NBCF stand out in a sea of pink. The answer came from an unlikely source – Harley-Davidson. The rough-and-tumble motorcycle manufacturer approached NBCF, asking, “What can we do to help?” Harley-Davidson already had a deep connection to breast cancer awareness with its Pink Label Collection of gear and apparel, but the company wanted to expand its impact by partnering with an organization that could help make a difference in the lives of those affected by breast cancer.

While on the surface, the two may seem like an unlikely duo, NBCF and Harley-Davidson could not be a better match. We helped NBCF identify compelling, empowering video content for their Beyond the Shock program. And we knew Harley enthusiasts hosting breast cancer events could provide gripping, real-life survival stories to instill hope.

We negotiated with the Fort Worth Harley-Davidson location to designate NBCF as one of the beneficiaries for its annual 24-hour relay ride. Over 200 men and women decked out in pink rode their Harleys throughout Fort Worth. At this event, we interviewed five women who had been impacted by breast cancer, laying the foundation for Rider Stories

Harley-Davidson was so impressed by the content and power of theses videos that they donated an extra $100,000 to NBCF, extending their impact on the lives of those affected by breast cancer. 

Watch the videos below and discover all the ways National Breast Cancer Foundation is helping women now.