Illuminating the breast cancer journey: Using metaphor to drive empathy, clarity and differentiation
Padmini Sharma and Abigail RendinJester and Susan G.Komen, and Olson Zaltman Associates
Introduction
In 1980, Nancy G. Brinker promised her dying sister Susan that she would do everything in her power to end breast cancer forever. In 1982, that promise became the Susan G Komen organization and the beginning of the global breast cancer movement. More than three decades later, Komen is still the largest non-profit funding source for the fight against breast cancer. However, it has gone from being the onlybreast cancer non-profit...