Concept: To inspire participation in the Susan G. Komen 3-Day, the
"Walk for the Cure" campaign turns crosswalk signs and pavement markings pink. WALK signals are rewired to flash CURE in pink letters, creating the illusion that crossers were walking toward a cure. The installation creates a living metaphor for unsuspecting commuters, imparting a feeling of solidarity to a workaday routine. Simultaneous executions in New York, Boston, and London during National Breast Cancer Awareness Month in October generate earned media impressions.
"Walk for the Cure" campaign turns crosswalk signs and pavement markings pink. WALK signals are rewired to flash CURE in pink letters, creating the illusion that crossers were walking toward a cure. The installation creates a living metaphor for unsuspecting commuters, imparting a feeling of solidarity to a workaday routine. Simultaneous executions in New York, Boston, and London during National Breast Cancer Awareness Month in October generate earned media impressions.
