Black women are dying of breast cancer at an alarmingly-higher rate than white women - up to 40%. In light of this, Susan G. Komen and The Ad Council came to us with the challenge to help the African-American community connect with their breast health. 

Know Your Girls, steers away from scare tactics and instead encourages women to get to know their breasts the same way they know, love and support the closest women in their lives. It taps into an intrinsic sense of sisterhood and explores that resonance with breast health.

To shift a taboo to a point of pride we needed a visual identity that felt ownable to our audience. Moving away from traditional breast health design (such as pink) we developed an identity that felt unique to the campaign and community.

With the system, we then created a series of pins, t-shirts, and tote bags designed to prompt conversations about breast health when worn. Available whenever the KYG booth traveled to events such as Essence Festival and Blog Her Health.