Susan G. Komen is an international organization dedicated to spreading breast cancer awareness. But cancer is not a subject people like to hear about. So we decided to create a way to make breast cancer more approachable by creating FIVE, an experiential and educational program. FIVE uses unconventional ways to make people feel and learn about the 5 stages a breast cancer patient goes through to become a survivor: Diagnosis, Acceptance, Treatment, Family Support, and Remission. Through FIVE, we made people feel these stages. First through music with 5WOMEN 5COMPOSERS where we asked 5 composers to create 5 original pieces based on each stage. Then, during Komen’s biggest fundraiser, the Race for the Cure 5k, with 5WOMEN 5RACES a mobile app for the event that took the race to the next level and finally through a huge television special on Lifetime called FIVE directed by 5 top woman celebrities.

Since people use their mobile phones during races for entertainment we created a mobile web app: 5mujeres.org. An interactive mobile audio experience that took you across the 5 stages; across the 5 kilometres. The participant could choose a breast cancer survivor to narrate the five stages and depending on the stage an announcer would give a command to either walk or run (Ex. Treatment – “walk” to demonstrate weakness and sluggishness Family Support - “Run” to show how family motivates and pushes patients.) The audio was linked to the mobile’s GPS device, making each stage play in sync with location.

Due to the popularity of the Fidelity radio station, we were able to reach over 240,000 women.