Thank you for being a Susan G. Komen Florida brand ambassador. Together, we are helping to grow the conversations about breast cancer, the work Komen Florida is doing, and our South Florida Race for the Cure.

Below, you will find:

  • Background on Susan G. Komen Florida
  • Campaign Strategy
  • Information on the 2020 South Florida Race for the Cure
  • Suggested talking points
  • Sample social media posts with links to Komen pages and Race registration

As always, we encourage you to follow all of Komen Florida’s social media channels as well as liking, commenting and sharing the content. You are our ambassadors and your engagement WILL help us to grow awareness, raise funds and ultimately SAVE LIVES.

Warm Regards,

T.A. Walker – 2020 Race Chair
Josh Hirsch – Director of Communication and Mission
Jennifer Martinez, JLM Communications (responsible for Komen Florida public relations)


Social Media Pages for Komen Florida
Facebook – @komenflorida
Twitter – @komenflorida
Instagram – @komenflorida
LinkedIn –

About Susan G. Komen Florida

Susan G. Komen is the world’s largest breast cancer organization, funding more breast cancer research than any other nonprofit while providing real-time help to those facing the disease. As the first responders to breast cancer, Komen Florida is working to better the lives of those facing breast cancer in the local community. Through events like the Komen South Florida Race for the Cure®, Komen Florida has invested over $14 million in community breast health programs in Palm Beach, Martin, and St. Lucie counties, has invested nearly $57 million statewide, and has helped contribute to the more than $920 million invested globally in research.

Campaign Strategy

Communicate Komen Florida’s mission through local storytelling to entice more donations and sponsorships so we can grow our ability to be stronger first responders in the fight against breast cancer.

Our Targeted Audiences

The Caregiver

  • Desire to protect people from harm
  • Goal is to help others
  • Strategy is do things for others through compassion and generosity
  • Avoids selfishness, ingratitude, martyrdom or entrapment of others

For Donors

For a tribe of people who are terrified of the consequences of breast cancer, Susan G. Komen is the only foundation in South Florida serving as the first responder against the disease offering local grants to breast health and education programs for the underserved, funding national research, and advocating for public policies that will end breast cancer forever.

For Survivors

For breast cancer survivors, Susan G. Komen is the only foundation in South Florida where a society of ‘Warriors’ rally to fight, cry and support one another because breast cancer is unacceptable, nobody should go through the journey alone, and together they are fighting to end this awful disease.

Content Strategy Pillars

  • Transparency of mission – 75% of race money goes to local mission, 25% goes to national research, 0% goes to salaries
  • Local Compassion/Mission –
    1. Survivor Ceremony (healing mentally and physically those with who have been diagnosed with breast cancer in their lifetime), healthcare navigators, education programs, breast health, program grants.
    2. Race for the Cure
    3. Pop-up events
  • Volunteerism – Events, leadership, race committee Volunteer chair, staff
  • Tribe of Warriors – Warriors in Pink (fighting, camaraderie)

Taglines to be incorporated into all communications:

  • First responders to breast cancer
  • Together, nobody races/walks alone

Komen Florida Talking Points

About Komen Florida

  • For over three decades, Komen Florida has been on the front lines dedicated to being the first responders to breast cancer.
  • As one of the first calls women and men make after a breast cancer diagnosis, we are continuously committed to supporting access to care for all and invest locally raised dollars right here in our community to save lives.
  • Komen has been involved with nearly every medical advancement in breast cancer and has funded nearly $57 million in Florida to support community breast health programs.
  • Komen is leading the way as the only breast cancer non-profit organization funding patient care, advocacy, education, and research. At our core is one simple, extraordinary mission: to create a world without breast cancer.
  • In 2016, we set a Bold Goal to reduce the nation’s breast cancer deaths by 50% in the U.S. by 2026. For our South Florida region, that’s 150 lives we’ll save every year.
  • In November 2018, Komen South Florida expanded its reach to cover 64 of the 67 counties in Florida. Specifically, these include Florida’s southwest (Naples), central (Orlando) north (Jacksonville), south (West Palm Beach) and Florida Suncoast (Tampa) regions.  Broward, Dade, and Monroe Counties are served by Susan G. Komen Miami/Ft. Lauderdale.
  • Susan G. Komen has made a $56.88 million impact in Florida contributing to screening, treatment, education and research programs through its grantmaking.

Where We Are Making an Impact

Grant Funding

  • Komen’s grant funding focuses on saving the lives of over 2,700 Florida women who die from breast cancer every year.
  • Komen Florida provides grants to provide breast health services to women with financial hardships. This can include (but is not limited to) women living 200% or more below the poverty level getting the screenings and diagnostic testing that could save their lives and providing financial assistance to those currently in treatment.
  • Komen always looks for the best opportunities to make strategic investments that will reduce health disparities to help us meet our Bold Goal to reduce the current number of breast cancer deaths by 50% in the U.S. by 2026.

Treatment Assistance Program

  • Komen Florida offers financial assistance to women in 64 counties across the state who are currently in treatment through Komen’s new Treatment Assistance Program.
  • Many women burdened by the expenses of cancer treatment will forego doctors’ appointments, avoid filling prescriptions or skip medication doses to save on the cost of care. The program supports women (or men) with a cancer diagnosis who are active in treatment and have incomes at or below 250% of the Federal Poverty Limit.  The funding provides for medications, psychosocial support, child/elder care, transportation to appointments and other items or services to ensure patients have the means to follow their care plans.
  • Komen Florida is committed to reducing breast cancer deaths and has laser-focused efforts to find breakthroughs for the deadliest breast cancers, including metastatic, and locally funding programs that provide critical education and remove barriers to screening and timely, quality care. It also means providing a voice for Floridians impacted by breast cancer in the legislative process in Tallahassee.

First-in-Nation Breast Health Navigator Program

  • Komen Florida has taken the lead, as we have throughout our history, to pioneer the first-in-the-nation Community-Based Breast Health Navigator Program. This program allows Komen Florida to truly become the first responders to breast cancer began in 2018 with a focus on primarily African American women who have a 40% higher mortality rate than white women.
  • In 2019, on the first anniversary of the program, Komen shared an update that in its first year the navigation program reached 2,000 women in the Delray Beach community and that it was expanding to the Belle Glade area. Less than two months later, the program expanded to cover all of Palm Beach with no criteria (financial, race, insured, etc.) for being assisted by a Komen Navigator.
  • The success of the program is due to non-traditional means of finding women through churches and other places in their communities where trust can be established. Many of these women not only have barriers to healthcare access, but they also need support and education to dispel myths, address cultural barriers, and overcome other hurdles that keep them from seeking preventative care and diagnosis.
  • It’s estimated that breast cancer deaths can be reduced by as much as a third if every woman or man had timely access to care. That is what we are doing. Our navigator is located in a community setting rather than a hospital to help unite local partners and community resources to create a network of support and education to dispel myths, address cultural barriers, and overcome other hurdles that keep women from seeking preventative care and diagnosis.
  • Our vision is to expand our unique navigation program across the state and be a model for the nation. As part of the world’s largest breast cancer organization with resources second to none, we know we will succeed.

Komen’s Bold Goal

  • In all that we do, Susan G. Komen remains focused on reducing breast cancer deaths. There are two ways Komen will accomplish this: research and health equity.
  • Research: Death rates from breast cancer have declined by 39 percent from 1989 to 2015, and we know that Komen has made a major impact on saving lives right here in our own community, and around the world.
  • Komen focuses its research on finding new treatments for the most lethal breast cancers, the most aggressive forms of the disease.
  • Komen is investing in research for metastatic breast cancer, breast cancer that has spread beyond the breast to other organs in the body.
  • And they are leveraging the use of transformative, next-generation technology to detect breast cancer at the very earliest stage, before it has spread or returned, and when treatment is most effective.

Breast Cancer Facts

  • 1 in 8 women in the U.S. will be diagnosed with breast cancer in her lifetime.
  • The two most common risk factors for breast cancer are:
    • Being female
    • Getting older
  • All women are at risk for breast cancer.
  • The risk of getting breast cancer increases with age. Most breast cancers and breast cancer deaths occur in women 50 and older
  • Breast cancer in men is rare, but it does happen.
  • Breast cancer screening can help find breast cancer early when the chances of survival are highest.
  • A mammogram is the best screening tool used today to find breast cancer.

The numbers are staggering. More than 880,000 women live in our South Florida community and every year almost 1,500 of them are diagnosed with breast cancer. Of those diagnosed, almost 500 are late-stage, and unfortunately, we lose nearly 300 women in our community a year to this disease.

Breast Cancer Fear Insights

Breast cancer terrifies women and men because it is so destructive.  Besides the physical effects, there is more long-term damage.

  • 1 in 5 women lose their jobs
  • 19% are still in debt from medical bills 10 years later
  • 47% withdraw money from retirement accounts
  • 46% reduce spending on food and clothing

Information on the 2020 Komen South Florida Race for the Cure

When:  January 25, 2020

5:30 a.m.    Race Day Registration opens at Palm Beach Post Centennial Park (South Flagler

                     Drive between Evernia Street and Fern Street)
7 a.m.          Main Stage Program begins at Meyer Amphitheatre
7:30 a.m.    Women’s and Men’s 5K USATF Run (3.1 miles)
8:15 a.m.     Runner’s Awards Ceremony and Entertainment at Meyer Amphitheatre
8:30 a.m.     Acknowledgements/Entertainment at Meyer Amphitheatre
9 a.m.           Warrior/Survivor Recognition Ceremony at Meyer Amphitheatre
9:30 a.m.      5K Walk (3.1 miles) and 1-mile Family Fun Run
10:15 a.m.    Kids T-Shirt Art Contest Awards at Meyer Amphitheatre
10:30 a.m.    Tots Run for the Cure (ages 5 and under) at Flagler & Evernia near Kid Zone
10:45 a.m.    Kids Run for the Cure (ages 6-12) at Flagler & Evernia near Kid Zone
11 a.m.         Event concludes

Where: Meyer Amphitheatre, 105 Evernia St., West Palm Beach, FL

Registration: Visit Registration fees start at: $25 for adults and survivors; $10 for youth (under 18); and $45 for virtual participation. Adult and survivor fees will increase by $10 starting October 2nd., All fees will go up an additional $5 the day of Race. The highest fundraiser between now and October 15th (minimum of $1,000 raised) will win a 4-day, 3-night stay for two at any Sandals Resort location.

Chair: T.A. Walker, WPTV’s Taste and See reporter

Contact: To learn more, email, or visit

Sponsors: National presenting sponsor of the 2020 Komen South Florida Race for the Cure is Bank of America. Local sponsors as of the date of this release include presenting sponsor, South Florida Ford Dealers, Hubbard Media (KVJ Morning Show, WRMF 97.9 FM, WIRK 103.1 FM, Sunny 107.9 FM, X 102.3 FM, Beatz 96.3 FM, WFTL 850 AM, 640 AM The Hurricane), WPTV NewsChannel 5 (Kelley Dunn, Michael Williams, Tania Rogers, and T.A. Walker) University of Miami Health System, Tropical Shipping, Good Samaritan Breast Institute, FPL, Comcast, Macy’s, Florida Cancer Specialists, Office Depot, Zebedee Productions, Lesser, Lesser, Landy & Smith and Dunkin’ and Mobil Holmes.

Where the money goes: Funds raised during the Race will support Susan G. Komen’s Bold Goal to reduce the nation’s 40,000 breast cancer deaths by 50% by 2026. Seventy-five percent of net proceeds from the Race will remain local to provide screenings, treatment and education in Palm Beach, Martin, St. Lucie and Indian River Counties. Twenty-five percent will support the Susan G. Komen Research and Training Grants Program, which funds groundbreaking breast cancer research awards and educational/scientific programs.

Local programs funded include Bethesda Women’s Health Center, Caridad Center, Department of Health-Broward County, Florida Community Health Centers, Genesis Community Health, Lakeside Medical Center, and Martin Memorial Health Systems. Locally in 2018-2019: 45,219 people learned about breast cancer including 24 who were diagnosed; 749 people benefited from diagnostic services such as clinical exams, diagnostic ultrasounds, and biopsies; 77 people received patient navigation services; and 978 people received a screening mammogram.

Goals for the Race: Raise $1 million and 12,000 attendees

Why Race for the Cure?

K          KEEP it local.
Seventy-five percent of all dollars raised stay right here in our own community to fund education, screening and treatment programs for uninsured and underinsured women. The remaining 25% funds groundbreaking breast cancer research to one day find a cure.
O         ONLY Komen has a Bold Goal to cut the nation’s breast cancer deaths in half by 2026.
For our local community, that’s over 150 lives we’ll save every year with your help.
M         MAGNIFY your impact by forming a team.
Gathering friends, family or co-workers to remember or honor someone with breast cancer will make it a MEANINGFUL experience for all.
E          EVERYONE can take part in the Race for the Cure.
It’s an event for the ENTIRE family, with a Kids Zone, a family walk, tots and kid races, too.  You can race, walk, stand proud in the crowd, or be a virtual participant.
N         NO ONE walks alone.
The Race for the Cure is a time to surround courageous survivors and those going through treatment.  Walk along their side on January 25th and let’s show our community that we fight together to end this disease. 

Sample Email and/or Letter for Race Communications Committee


Dear Friends,

It is with great excitement that I share that I’ve been named a member of the 2020 Race for the Cure Committee, called to fight against apathy, inactivity and unawareness, when it comes to helping Susan G. Komen Florida be the first responders to breast cancer.

I, like many of you, have been personally touched by this disease. Did you know that it affects 1 in 8 women? ONE IN EIGHT. We must do our part to put a stop to this.

We all know the stories. We know the fights. We know the victories. We also know the losses.

I am asking you to join me to fight for those who still have a battle ahead of them, and for those who lost their battle. Let’s join together to raise awareness and much-needed funding for Susan G. Komen Florida.

From now till race day on January 25, 2020, I will be raising money to help Komen get one step closer to a world without breast cancer. Every cent that we raise will help another person with early detection, critical medical resources, and support for their family, as they hopefully become a “survivor,” and not a statistic.

Every single dollar counts because 75 percent of the money raised stays in our service area to provide screening, treatment, and education in our communities, and 25 percent goes to life-saving research. Will you join me? Click here (add your direct link to your fundraising page) to donate now.

To learn more about Susan G. Komen South Florida’s Race for the Cure, to donate or to get involved yourself, please visit

Thank you for your support!


Link to donate

Social Media Quick Tips

  • Filter every post through the lens of our three communication pillars
    1. Tribe – A sense of sisterhood of Warriors fighting to end this terrible disease.
    2. Transparency – Demonstrate real-life local ways Komen is impacting the community through its mission work. Marketing breast cancer charities to Millennials involves prioritizing transparency and allowing them to have some control over how their donations are used.  Susan G. Komen national has been experimenting successfully with crowdsourcing.
    3. Volunteerism
    4. Local compassion

Example of Consumer Insights from Pillars

  • “I’m terrified of breast cancer and what it can do to myself, friends, family, or co-workers.”
  • “I want to be a part of a tribe of warriors fighting breast cancer.”
  • “I want to support those going through breast cancer.”
  • “I can help by supporting Komen’s mission.”
  • “We don’t give people a tangible idea of where their money goes.”
  • “People need to know we are in the community filling a critical need.  If we weren’t here, then no one would be.”
  • “I want the community to see Komen as identified with care.  Caring about everyone locally. We are the first responders for breast cancer.”

2) Keep it personal, specific and visual.

The best posts tie your “ask” to your reasons for supporting Susan G. Komen Florida. In short, tell your social media family why you’re so committed to this cause and why you need their help. Let them know how much you’re trying to raise and by what deadline, so there is a sense of urgency and a specific goal in mind.

Example: I am participating in the Susan G. Komen South Florida Race for the Cure because my mom battled breast cancer, and so did my best friend’s daughter. This is personal. Please help me raise money to fund research that saves lives like theirs by letting Komen be the first responders to breast cancer. Click here and give at whatever amount you’d like. My goal is to raise $1,000 by Jan 25. Every dollar counts. Thank you! #RaceForTheCure #KomenFlorida

Example: Yes, I’m a Race for the Cure supporter! Join our team and register today to take advantage of the Early Bird promotion. You can even try to win a trip for the two any Sandals resort! I registered early because I race for my cousin, daughter-in-law and colleague. They fought breast cancer bravely, so I am honored to run/walk for them. My goal is to raise $1,000 by Jan 25 so that Komen can continue to become the first responders to breast cancer. Won’t you help me reach it? #RaceForTheCure #KomenFlorida



— If you’re good at photos, load a photo, selfie or album.
— If you’re good at videos, load a short video of yourself making “the ask.”
— If you’re good at both, load both and alternate.

3) Take advantage of everyday opportunities.

Use your social media as you normally would, just add your race themed photo to the mix.

If you’re at a concert, take a picture of you wearing pink… say where you are, what you’re doing and make the ask!

If you’re at the beach, a birthday party, at work, cooking dinner, watching the game – wherever – use those everyday moments to “connect” with your social media family and remind them that you’re participating in the 2020 Race, and it’s always a good time to give. 

Example: My son turns 12 today, and thanks to Komen, my wife is here to celebrate with him. I’m sporting my pink (or previous Race) Shirt, until I’ve raised $1,000 to keep her and other family members healthy and attending birthday parties. Please donate via this link and have some cake for all of us! #RaceForTheCure #KomenFlorida (work in first responders/never walk alone in each of the examples)

4) Remember to link to your donation page – every single time. People log on at different times and may miss earlier posts. On Facebook, Twitter, Instagram, and LinkedIn, include the link as well.

Encourage your network to use the hashtag #RaceForTheCure #KomenFlorida, so Komen Florida can find your followers and thank them too! 

5) Engage the audience with power videos.

6) Other sample posts

Be part of something BOLD. When you register and fundraise through the South Florida Race for the Cure, you’re fueling Komen’s Bold Goal to reduce the current number of breast cancer deaths by 50% in the U.S. by 2026. Sign up or donate today at #KomenFlorida

Through the South Florida Race for the Cure, you give hope to those in our community facing barriers to care by helping fund local breast health services. Take a bold step toward making a difference by registering or making a donation today: #KomenFlorida

Give thousands of local women a fighting chance against breast cancer through programs and services that help save lives. Join me and thousands of breast cancer survivors, patients and advocates at the South Florida Race for the Cure on January 25th. Register or donate at #KomenFlorida

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