Breast Cancer Research Foundation
Gorgeous Way to Give 2018
Ulta Beauty’s annual "Gorgeous Way to Give" campaign is a philanthropic initiative in partnership with the Breast Cancer Research Foundation (BCRF). The campaign, launched in 2009, encourages shoppers to support BCRF through donations, with Ulta Beauty creating special promotions, limited-edition products and hosting events tied to the fundraiser.
In 2018, I helped bring the annual campaign to life through the theme “Research is the Reason.” Spotlighting personal personal stories from patients, survivors and healthcare professionals, the campaign raised $2.1 million for BCRF.
Landing page
The Gorgeous Way to Give landing page served as the digital donation hub and highlighted the critical role of research in advancing breast cancer treatment. Through human storytelling, we showed how research-driven advancements can make a meaningful impact.
BCRF Walk/Run for the Cure yard signs
When athletes mobilized to raise money for the BCRF, I wrote a series of yard signs with quippy, inspirational copy to keep them moving throughout the 5K race. These signs appeared across various touch points of the course with messages that reminded everyone–we’re all in this fight together.
In-store signage
The cashwrap and arch displays were prominently featured in all 1,120 stores in 2018. Displayed in storefront windows, the cashwraps featured impactful stats that quantified the importance of research in a quick-hit way.
Inside the stores, the arch display featured images of patients and doctors, further bringing visual and emotive storytelling to life.
Other works
