Walking for change: inspiring action and awareness through purposeful marketing
Walk the Walk came into being in 1996 when just 13 women Power Walked the New York City Marathon in their bras to raise money and awareness for breast cancer. What started out as a one-off fundraising event, has blossomed into a thriving multi-million pound charity.
Key challenges
Walk the Walk lacked a joined-up communications approach, making it harder to deliver consistent messaging across channels.
Marketing activity was not clearly linked to measurable impact, such as event sign-ups and fundraising outcomes.
Needed to create high-impact campaigns to drive registrations for their iconic events, which fund vital support for those living with and affected by breast and other cancers.
The work
Refreshed the charity’s vision, mission, and values, introducing a “golden thread” strategy to ensure all communications aligned with core purpose and impact.
Developed a high-impact PR plan for the year, forming the backbone for marketing activity and campaign sequencing.
Shifted to a digital-first marketing approach, prioritizing channels that best reached and engaged Walk the Walk’s audience.
Created integrated campaigns for key moments, including Breast Cancer Awareness Month, combining PR, social, and policy messaging.
Supported the charity in shaping policy asks to amplify its voice in the breast cancer conversation.
The impact
Delivered a consumer survey campaign during Breast Cancer Awareness Month, achieving significant media coverage, including in The Lancet Medical Journal.
Increased visibility of Walk the Walk’s policy positions, strengthening its advocacy profile.
Established a clear communications framework linking marketing activity to event sign-ups and fundraising impact.
