DNA, an independent full-service agency with expertise in brand strategy, advertising, digital strategy and media, announced today the launch of a new marketing campaign featuring a bold television spot and video for the Avon Foundation for Women. The spot will encourage registrations for the 12th season of the Avon Walk for Breast Cancer, the series of eight weekend-long walk events held across the United States where thousands of women and men come together to raise awareness and life-saving funds for breast cancer.

Every three minutes a woman is diagnosed with breast cancer, and this statistic is only getting closer to every two minutes. The main goal for this campaign is to help raise life-saving funds for breast cancer research and access to care by illustrating how one person can make a difference by joining a powerful movement like the Avon Walk for Breast Cancer.

"Advertising and creative work in the breast cancer category usually looks and feels the same with images of event participants," said Avon Foundation for Women Executive Director Kevin Honeycutt. "The Avon Foundation challenged DNA to break through the clutter of traditional advertising and capture the attention of our audience with an emotional connection that would compel people to register for the Avon Walk in 2014."

Using both breakthrough creative and messaging with a disruptive media strategy of a 2-minute television spot, the fully animated video is highly differentiated from others in the category. The creative approach inspires potential participants by asking "Will you walk? Or will you walk away?" from the fight against breast cancer.

"We wanted to differentiate the Avon Walk for Breast Cancer from other multi-day charitable events by telling the complete story of how breast cancer affects people. The animated concept was strongest at helping us reach these communication goals," said Alan Brown, principal and managing director at DNA. "These compelling graphics show how women and men can connect with and support those fighting breast cancer. One person CAN do something huge. They can be a hero by walking to help save a life and end this disease."

DNA developed the concept, storyboards and rough graphics for the spot, and then worked along with Yu+Co on the animation and Musicvergnugen to put together a powerful musical score.

The campaign launches the week of January 13 with a 2-minute spot on prime time television in major markets where eight 2014 Avon Walks will take place: San Francisco, Los Angeles/Santa Barbara, Calif., Chicago, Boston, Washington, New York, Houston and Charlotte, N.C. It will run during highly rated programming such as The Voice, The Taste, The Bachelor, American Idol, The Biggest Loser and Castle, among others.

In addition to broadcast, the video will run online in pre-roll and on the Avon Walk website, Facebook and Twitter. For two weeks, the 2-minute spot will also run in movie theaters in Washington, Chicago, Los Angeles/Santa Barbara and New York.

DNA has worked with the Avon Foundation for Women and the Avon Walk for Breast Cancer for nearly every year since its inception in 2002 when the agency helped develop the original concept, branding and advertising for the event. Now, more than 192,000 Avon Walk participants and 6.25 million miles later, DNA continues to support the Foundation with recent redevelopment of the Avon Foundation website, social media campaigns and the 2014 video promotion.

The 2014 Avon Walk season is open for registration and will take place in Houston (April 12-13); Washington (May 3-4); Boston (May 17-18); Chicago (May 31-June 1); San Francisco (July 12-13); Santa Barbara, Calif. (September 6-7); New York (October 18-19); and Charlotte, N.C. (October 25-26).

To register for the 2014 Avon Walk for Breast Cancer, visit http://www.avonwalk.org/about/register-to-walk.html or call 888-541-WALK.

About DNA

Founded in 1998, DNA is a full-service marketing communications agency based in Seattle, Washington. The agency provides services in brand strategy, advertising, interactive and design. As one of the fastest growing agencies on the West Coast, DNA has a talent and passion for transforming brands--and helping their client partners win unreasoning loyalty from their customers and prospects in the process. Some of DNA's clients include: Group Health Cooperative, PEMCO Insurance, BECU, The Avon Foundation, American Express Publishing, and Golden 1 Credit Union. Visit DNA on the Web at www.dnaseattle.com, on Twitter at @dnaseattle and on Facebook.

About the Avon Walk for Breast Cancer

The Avon Walk for Breast Cancer series is a project of the Avon Foundation for Women, a 501(c)(3) public charity. Since its launch in 2003, the Avon Walk for Breast Cancer series has raised $512 million through the dedication of more than 192,000 participating women and men from across the country, including thousands of Avon Associates and Representatives. The Avon Foundation awards the funds raised to local, regional and national breast cancer organizations to support breast cancer education, screening and diagnosis, access to treatment and support services, and research. The Walks take place in eight cities, covering 39.3 miles in two days, and raise significant awareness and funds to fight breast cancer. The Avon Walk for Breast Cancer Series is the largest fund-raising event for the Avon Breast Cancer Crusade. Since Avon launched the Crusade in 1992, Avon breast cancer programs in more than 50 countries have donated more than $815 million for research and advancing access to care. Visit www.avonwalk.org for more information.

For DNA
Katie Wilkinson, 425-220-1125
katie@kpublicrelations.com