Tougher Love.

The Situation

The Avon Walk for Breast Cancer has raised over $40 million each year since we helped launch the event in 2002. In recent years, however, donations had been slowing. This could partly be explained by "event fatigue." After all, there is no shortage of walks, runs, rides and more being held across the country. What could be done to revitalize an event nearing the end of its usefulness?

The Insight

When we surveyed the fundraising landscape, we saw that events had not only become more numerous, but with the rise of Tough Mudder and others, events had become more demanding as well. Participation was driven by bragging rights as much as a desire to support a cause. By repositioning Avon’s 39-mile event as the physical challenge it truly was, we saw an opportunity to make the event relevant once again.

AVON39.org AVON 39 NYC Environment

The Outcome

Where messaging in previous years had more to do with bonding and relationships made along the route, our new campaign celebrated the sweat, grit, determination and personal challenge of the event. The Avon 39 wasn’t easy. And that’s what made it attractive.


increase in donations
+ 94%
increase in website traffic
+ 44%
increase in event participants
+ $4m
net donation increase (year over year)

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