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What does a world without breast cancer look like?

Susan G. Komen is the ONLY organization that addresses breast cancer on multiple fronts, such as research, community health, global outreach and public policy initiatives to make the biggest impact.



ParadigmNEXT initially became involved with Susan G. Komen as a passion project taken on by our Managing Partner Yana Nirshberg. As a survivor and advocate, Yana supported the organization as a volunteer who turned into an ambassador and spokesperson across various programs, such as the Walgreen’s partnerships.

As larger awareness events began to take shape, it was clear that support from ParadigmNEXT’s team could make a real impact with pro bono marketing support that helped secure new partnerships and brand activations.

The team worked closely with Susan G. Komen and helped the organization get in front of more corporate audiences. During its Komen Chicago Race for the Cure Mother’s Day run, ParadigmNEXT turned to is current client KillerSpin who was eager to get involved. A campaign was created that drove great awareness of both the non-profit and luxury table tennis brand’s UnPlugNPlay program. The team who could raise the most money as part of the race day fundraising would win a custom ping pong table with their company logo.

ParadigmNEXT produced a video, supported social media and online engagement, as well as fundraising efforts to promote the program. It was so successful that Komen tapped the team for similar support for its Chicago Auto Show event. Updated messaging that was used for positioning in the next Paradigm-produced video helped inform the organization’s mission statement and supported the entire year’s fundraising.