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National City Bank |
CHALLENGE:
Breast cancer is the most frequently diagnosed cancer and is the second leading cause of
cancer death among women in the U.S., according to the American Cancer Society. The overall
number of deaths due to breast cancer has been steadily declining since 1990 and National
City Bank wanted to acknowledge the women in the Indianapolis area who have fought breast
cancer while giving hope to those currently fighting the disease. National City Bank joined
with Emmis Community Outreach to raise support for Breast Cancer Awareness in Indianapolis
and donations to the Breast Cancer Research Foundation.
 SOLUTION:
Together, Emmis Community Outreach and National City Bank created an event that painted the
city pink for October, National Breast Cancer Awareness month. Beginning with Emmis Radio's
SkyConcert in Indianapolis on September 2, an event which gathered 400,000 people in downtown
Indianapolis, Emmis Community Outreach made it possible for National City to impact Breast
Cancer Awareness. National City had a pink tent on location at the SkyConcert where they
distributed information about their "Salute to Survivors" campaign.
Emmis Community Outreach helped National City Bank to paint the city pink during the months
of September and October. The "Salute Our Survivors" event was introduced on the B105.7
website which turned pink and linked the audience to a page where they could nominate a
survivor they knew. A pink "Billboard of Hope" was also displayed in Indianapolis'
Monument Circle for the public to sign throughout the month of October. The main "Salute
Our Survivors" event honored 100 nominated breast cancer survivors and their guests on
September 28, 2006. Emmis Community Outreach created an evening of wine and hors d'oeuvres,
a lighting ceremony on Monument Circle in the heart of Indianapolis, a program featuring
radio personality Delilah, all emceed by Kelly Vaughn, a popular morning show personality
on B105.7 for these Indianapolis-area breast cancer survivors. Emmis Community Outreach
turned Monument Circle pink for this special evening - the Soldiers and Sailors Monument
was flooded with pink lights and the buildings surrounding the circle were decorated in
pink ribbons for the event.
RESULT:
From September 28 through the month of October, Monument Circle blazed pink in conjunction
with National City's "Salute Our Survivors" event. In total, National City Bank and the
"Salute Our Survivors" event was highlighted by 372 x 60-second radio messages, 27 x 15-second
traffic report sponsorships, 96 x 15-second commercials during Delilah!, and 80 live and
recorded programming promotional announcements featuring Delilah over the two weeks leading
up to the event.
Emmis Community Outreach is glad to have helped National City Bank promote Breast Cancer
Awareness in Indianapolis and celebrate area cancer survivors through the "Salute our
Survivors" event.
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