To help deliver the message of hope and support for the millions of patients who are currently fighting for their lives, the Foundation enlisted the help of someone who fights for a living: A boxer. That’s why we partnered with the greatest Puerto Rican boxing star, Miguel Cotto, to take over his internationally televised, pay-per-view fight. Because of this unexpected partnership we took over a fight watched by millions of spectators and got massive media exposure.

Prior to the match, Cotto held a press conference to publicly dedicate his bout to breast cancer patients giving their own fights, and to invite his fans to join the struggle with him. He even invited breast cancer patients to his training sessions. And we even had one of them featured on the prestigious HBO 24/7 series that aired leading up to the fight. On social media, Komen invited the country to join the fight along Cotto through an app that let anyone wear pink-colored boxing gloves on their profile pictures. And on the day of the fight, Cotto himself wore pink trunks, the official color for breast cancer awareness. Unfortunately, was on the losing end of a grueling match whose winner had to be determined by decision. But the next day, Susan G. Komen published a message with an indisputable lesson: Sometimes life steals away our fight, but we must keep fighting.

This year’s fundraising activities received the highest numbers of donations in recent history. Local and international media covered the story, amassing over 2.5 million dollars in earned media for this non-profit organization. This way we increased our followings in all our social media networks, generated awareness about the foundation and its work, had record-breaking donations and got the whole country to join Miguel Cotto’s fight to defeat breast cancer.