A partnership between the Retail Brand Alliance and the Breast Cancer Research Foundation, The Cure Card launched in conjunction with Breast Cancer Awareness Month.

Accountabilities included: refining strategy, sourcing venders, collateral, retail sales scripts, public relations, consumer print, out-of-home and website hierarchy.

The program saw immediate success. Nearly 100,000 cards were snatched up, raising more than $1,300,000. Heavy participation maxed-out the program as cards sold out. Second year numbers are again beating projections.