Twelve degrees below the freezing threshold and a roaring wind pushing the temperature closer to zero.
Despite the harsh elements, dressed in just boxers and running shoes, two men emerged from the heated shelter of First Niagara Center and bravely treaded across Alumni Plaza to take their positions in line at a Lloyd’s Taco Truck. Joining the men in line were other hungry locals dressed for Buffalo’s infamous winter.
All were voluntarily enduring the bitter cold temperature as was a creative team from Abbey Mecca & Company. All for a great cause.
Colorectal cancer, which is the #2 leading cause of cancer deaths among men and women in the U.S. combined, was undervalued in terms of awareness in Western New York. The Colon Cancer Alliance asked the Abbey Mecca team to assist in building awareness for Colorectal Cancer and the preventable measures to stop it with the development of two local campaigns – The Blue Hard Hat Initiative and the Buffalo Undy Run campaigns. Kevin Hays, a colon cancer survivor and vice president for Abbey Mecca client Savarino Companies, is a volunteer for the CCA and spearheaded the effort. He asked if Abbey Mecca could help and of course we said yes – doing all we could pro-bono.
Our creative team designed logos for both campaigns, a mascot, provided digital photography and an overall creative design for materials that would differentiate the campaign in a clever and visually interesting tone. A landing page was also created to serve as an information hub for all events and activities related to the initiative.
Creative for traditional advertising such as print and outdoor, digital and social media was developed to promote related events – the Blue Bash and Undy Run, and motivate the public to learn more and participate in some way.
To help build awareness for the Buffalo Undy Run, the Abbey Mecca media department jumped in to negotiate a donation of billboard space from Lamar Outdoor as well as coordinate production of billboard materials. Lamar donated two 14’ x 48’ bulletins for one month located on high traffic roadways in Buffalo. The campaign runs through the end of April.
Photo Credit: https://www.facebook.com/RossNostro