Non-Profit Raises Breast Cancer Awareness for Black Women at 2nd Fashion Show
New York Based non-profit, Power In Pink, host its 2nd Annual Fashion Show to highlight breast cancer awareness and unite experiences through fashion, art and personal testimonies.
Brand Development | Social Media & Digital Strategy | Public Relations | Event PR & Coordination | Influencer Relations
Non-Profit | Lifestyle
Here's the Sitch (aka Situation):
In 2018, a total of 1,708,921 new cancer cases were reported in the United States, 845,972 among females (CDC.gov) "In the United States, age-adjusted breast-cancer mortality is about 40% higher among Black women than among non-Hispanic White women (27.7 vs. 20.0 deaths per 100,000 women from 2014 through 2018), despite a lower incidence among Black women (125.8 vs. 139.2 cases per 100,000 women) (NEJM.org).
With breast cancer being so common and seeing her mom be a 20+ year survivor, Dafina Morris felt compelled to combine her affinity for fashion, beauty and decor with a cause that mattered greatly to her.
In 2017, Dafina launched non-profit organization Power In Pink--a black-owned non-profit organization that serves as a hub for minority women to enjoy empowering events, engage with educational content and share experiences regarding a variety of health issues. In October of that year, she curated a fashion show to raise breast cancer awareness.
The following year, she desired more exposure for the show and its cause.
Within 3 months, BRVC transformed Dafina's mission an single event into a brand that could be supported after the fashion show ended. We spent the first month auditing Power In Pink's existing presence and implementing brand development (i.e. narrative framing & key messaging development, website design & consulting, logo consulting, etc).
Then we assisted with content production and engagement activity on social media—primarily for the fashion show, but as well as for the Power In Pink brand, generally. Specifically, for the fashion show, we launched a campaign using #PowerInPinkFashionShowII to highlight promotional flyers, partnerships, sales/discounts and reposts from those involved and/or supporting the event. We also launched the organization's newsletter.
With messaging solidified and social media actively marketing the show, we were able to use PR to increase awareness in local media, influencers and sponsors; as well as assist event coordination.
Our Impact & Client Milestones
Our social media content creation and digital strategy resulted in:
Followers using the hashtag pre, during and post the event, which garnered about 33k impressions and 3.8k engagement.
Growth on Instagram: 22.1k impressions (+1.1k ), 17k reach (+2k) and an engagement rate of 16% (+6%).
7 newsletters sent—all of which resulted in an average of 31% email opens and 5.44% email clicks—both of which are above average for non-profits organizations (according to Mailchimp.)
Our Event PR efforts resulted in:
Secured brand partnerships with NY-based brands,Versed Media and Wear Wardrobe. Both brands shared the event with their network and offered a discount code or donated services. In exchange, Power In
Secured in-kind sponsors from: Alikay Naturals, CURLS, Shoe Crazy Wine, Thrive Causemetics, Lotus Embers, LLC, Michael Ivory Photography and T. McDonald Cosmetics, LLC.
Secured vendor, MajesticJewelzLane
Received coverage from Montclair State University student, Babee Garcia, who produced a multimedia project called "The beYOUtiful Project." This project represented how people embrace beauty with issues relating to body image acceptance and gender identification.