I will never forget a phone call I received from my wife in 2001. I picked up the phone, and without any other greetings Dawn said, ‘My Mom has breast cancer.’ Those unexpected and unwelcomed words landed with more weight than any others I have ever heard telephonically. With that phone call I joined the not-so-exclusive club of people whose family’s have been invaded by breast cancer.
A Better Call
Fast forward to the spring of 2018. I got a call from my friend Harper Cornell at Mizuno. Harper shared that she was leading the marketing efforts for an exciting Mizuno initiative called Project Zero. Mizuno was partnering with Fleet Feet Stores across the country to raise money to support the Breast Cancer Research Foundation (BCRF). Harper and her team were looking for a partner to work with to promote Project Zero. I jumped* at the chance to get involved. (*There was actually no physically jumping. But I definitely jumped in all the non-physical ways.)
Over the next couple of months our team at The Weaponry created logos, themes, scripts, videos, point of purchase displays and a brand style guide for the effort. We thought through budgets, logistics and calendars. We researched and explored great stories we could tell about runners who had been impacted by breast cancer. Then we brought it all to life.
Kristyn ‘K-Lil’ Lilley and Sonia. K-Lil lead our design work, and directed interviews. Because she rocks. Sonia is an amazing advocate for other women dealing with breast cancer.
In August we traveled to Houston to work with Jennie Finch, the Olympic Gold Medal softball player, and Mizuno athlete. We spent a day at the Fleet Feet store filming a series of videos with Jennie promoting Project Zero. She was great to work with and a passionate supporter of the cause. I’m also thankful that she never balked or threw anything at me when I asked her for a long list of alternate takes.
Then we traveled to Atlanta to film four inspiring women who have battled with breast cancer, and six strong breast cancer supporters who have helped friends, mothers and wives through their fight with this menacing disease.
Here Is The Deal
What Mizuno is doing with Project Zero is remarkable. If you buy a pair of special edition BCRF WaveKnit running shoes, Mizuno will donate $10 from your purchase directly to the BCRF, the largest nonprofit funder of Breast Cancer research in the world.
Simple and startling facts about breast cancer:
- 1 in 8 women around the world will be impacted by breast cancer in her lifetime.
- 45,000 women in the US and Canada are expected to die of breast cancer this year.
- There are 3,850,000 breast cancer survivors in the US and Canada today.
The key to turning 1-in-8 women into 0-in-8 is research. That’s why the Breast Cancer Research Foundation is so important.
Harper and Yolaine and I after wrapping. Not rapping.
Impressive Facts About The BCRF.
- It is the largest nonprofit funder of breast cancer research in the world.
- They fund 275 scientist
- They fund research in 15 countries on 6 continents
- They help explore causes, new treatments, prevention and early diagnosis
Sorita is amazing. She owns a Fleet Feet Store in Reading, PA. She not only crushed breast cancer, she crushes triathlons too.
I am extremely proud that our team was able to contribute to such an important cause. Thanks to Jeanne Mayer, Kristyn Lilley, Matt Ackley, Kevin Kayse and Tony Sharpe for all of your hard work.
Gretchen and her family are truly inspiring. I was just happy to be in their world.
If you could use a great new pair of stylish running shoes, please consider stopping by a Fleet Feet store during October, or going to MizunoUSARunning.com. By the way, today my Mother In Law, Cynthia Zabel, is doing great, 17 years after that initial phone call.
Originally published at theperfectagencyproject.com on October 18, 2018.