| Breast cancer awareness and fundraising has evolved in the past two decades. With an increase in cause-related marketing initiatives, organizations must consider how to brand an event in such a manner that it creates a binding and long-lasting relationship with participants ensuring not only current but future success.; This thesis examines the development of the extended-length breast cancer walk and demonstrates the successful role public relations plays in the event. In this case, public relations creates a connection between participants, the cause, the sponsor, and the event, triggering a behavioral change from awareness of an issue to active participation supporting the issue. This connection creates an influencer that brings credibility to the cause-related program. Finally, this thesis evaluates the marketing campaigns used and ascertains the best techniques and strategies for the public relations profession to follow when creating a breast cancer walk or cause-related initiative. |
