Concept: To inspire participation in the Susan G. Komen 3-Day, the
"Crosswalk 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 are walking toward a cure. The installation produces a living metaphor, imparting a feeling of solidarity among unsuspecting commuters. Simultaneous executions in New York, Boston, and London during National Breast Cancer Awareness Month in October generate earned media impressions.
"Crosswalk 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 are walking toward a cure. The installation produces a living metaphor, imparting a feeling of solidarity among unsuspecting commuters. Simultaneous executions in New York, Boston, and London during National Breast Cancer Awareness Month in October generate earned media impressions.
