The AdCouncil and Susan G Komen came to us to help create and
grow awareness for Breast health and prevention among African American women. The fact that
this demographic has a 40% higher death rate mobilized us into action. "Know Your Girls"
encourages Black women to view their breasts with the same attentiveness and understanding
that they have with the women in their lives.
Sisterhood was our way in and helped to set up the underlying double entendre "Know Your Girls."
Among Black women, this bond of sisterhood is complex, dynamic, and deep. Few things are more
revered or held closer to their hearts than the bonds with the women in their life that they
care about most. The intent was to set up the interplay between sisterhood and breast health
with the surprise twist that makes clear the double entendre at the end.
The campaign rolled out across tvc, print & social. The team consisted of strong women, including
director AV Rockwell and photographer Shaniqwa Jarvis. "Know Your Girls" is a comprehensive,
fully-integrated campaign, set to Alicia Keys’ classic "You Don’t Know My Name" with voiceover
from "Coming to America" star and breast cancer survivor Vanessa Bell Calloway.
Client: Susan G Komen/AdCouncil
Role: Executive Producer
Media: TVC, Social/Digital, Print/OOH, Radio
"Know Your Girls"
Production Company: Little Minx/AV Rockwell
Editorial: RockPaperScissors/Carlos Arias and Noah Benezra
Photography: Shaniqwa Jarvis
Print/OOH
