Every Step Counts - Kohl's Department Stores & Susan G. Komen for the Cure, Southeast Wisconsin
In 2012, Kohl’s sought to extend consumer awareness of breast cancer issues by maintaining a strong presence on a local level through sponsorship of the annual Susan G. Komen Southeast Wisconsin Race for the Cure event. Kohl’s brought this support to life through a two-month, highly visual breast cancer awareness campaign leading up to, and directly following, race day. The “Every Step Counts” initiative included multiple community touch points, including on-site race day support, as well as a presence at Kohl’s corporate headquarters, 14 southeast Wisconsin Kohl’s stores and high-traffic areas throughout downtown Milwaukee.
To promote their efforts, Kohl’s store signs turned pink at Kohl’s corporate headquarters and the 14 Kohl’s stores in the Milwaukee area throughout October. Employee communications included table tent displays, door and elevator decals at Kohl’s corporate headquarters and also an effort to educator employees about breast cancer and inspire employees to take action toward a cure.
Kohl’s also provided event participants with their own “pink carpet” experience through a customized photo station, complete with “paparazzi” and event photographs that were printed and distributed on-site.
In addition, a grass-roots program called Kohl’s Conversations for the Cure featured a series of educational sessions where participants could talk openly about breast cancer and the potential impact it can have on their lives.
Through this partnership, Kohl’s also provided financial assistance to individuals in need of a mammogram. breast cancer screening or diagnostic services through the Kohl’s Southeast Wisconsin Breast Health Assistance Fund.
As a result, Kohl’s assembled the largest team in the history of the Susan G. Komen Southeast Wisconsin Race for the Cure for the third consecutive year, with nearly 6,500 team members, including Kohl’s Associates from stores across southeast Wisconsin, as well as their families and friends.