THE CHALLENGE: Susan G. Komen was looking for a new partner to host breast cancer research fundraising events that would gain as much success as their Race for the Cure had. A partnership with Manudka was an ideal fit as many cancer patients turn to yoga during their treatment as a way of keeping healthy and active.
THE IDEA: A monstrous one. A one million person yoga class we named project:OM (project:OneMillion). This purpose driven yoga movement would raise funds while creating positive change on an epic level. For a 3-day period in 2017, Manduka hosted 10 large scale marquee yoga classes across the country, donation classes at partnering yoga studios, online classes that streamed 24 hours a day, and social activations that ran for several months on both the Manudka and SGK websites and social channels–all with the goal of getting one million people to participate, donate and end breast cancer forever.
THE RESULT: Overwhelming! With 750,000+ participants (just shy of one million) project:OM not only raised hundreds of thousands of dollars for SGK, but helped strengthen Manduka’s notoriety and brand message that the more people we can get to practice yoga, the more positive an impact it will have on our world.
THE WORK:
LOGO DESIGN
DIGITAL & SOCIAL ACTIVATIONS
With every dollar being donated to the cause, the budget was minimal and word of mouth became our #1 way to drive awareness for the event. Below are activations (using #projectom) that helped increase awareness and encourage participation.
PROMOTIONAL VIDEO
THE ‘M’ CHALLENGE
An idea that challenged the community to pose in two Downward Facing Dogs creating the shape of an 'M' (the Roman numeral sign for million) and then share their photo to challenge others.
WHAT’S YOUR REASON?
The unfortunate truth is that everybody knows at least one person who has been affected by breast cancer. Upon signing up, participants were offered the chance to share the reason they were participating and inspire others to join.
SHAREABLE GRAPHICS
MARQUEE EVENTS
CHICAGO
DALLAS
HONOLULU
NEW YORK
ORLANDO @ WRESTLEMANIA (yes, even at WrestleMania)
project:OM 2018 (project:OneMore)
THE IDEA: For the second project:OM, Susan G. Komen and Manduka scaled down to a month long campaign in September 2018 (National Yoga Month). This year’s idea had OM stand for One More where participants were encouraged to bring just one more person with them to the mat. Once again giving a nod to Manduka’s brand message on the importance of getting more and more people practicing yoga. Project:OneMore raised impressive amounts of donations through classes at partnering yoga studios, online classes that streamed 24 hours a day, and one large scale yoga festival in Los Angeles.
THE WORK:
