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Fashion Steps For A Cause

Advertising + Representation

DMA United’s brainchild, Runway Relief galvanized the entire fashion community to raise monies to fight breast cancer.

The concept: track the steps a model takes during fashion week.
The charity: Fashion Targets Breast Cancer.

DMA United developed a marketing movement that included an army of approximately one hundred models, including Chrissy Teigen, Coco Rocha, and Jessica White. The creative campaign was brought to life across several consumer touch-points, including broadcast television, print, POS, OOH, and scores of digital programming.

Continued

Season 1

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Season 2

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Season 3

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Project Details

Continued from DMA United secured title sponsor, Nine West, in a three-year deal. Additionally, DMA United procured partnerships with fashion designers (Diane von Furstenberg), modeling agencies (IMG), supermodels (Carolyn Murphy), technology companies (Fit Bit), the music industry (iTunes, John Legend), and automotive entities (Fiat).

Runway Relief successfully raised and donated millions of dollars to combat breast cancer, garnered more than one billion media impressions, counted over 45 million steps, and ran in 37 PSAs, from Elle to In-Style.

Services

Campaign Creative Platforms
Identity
Film
Print
Digital
Strategic Partnerships and Alliances

Partnerships

CFDA / FTBC
Nine West

IMG
Elite
Next
Marilyn
Women

iTunes
FitBit

Fiat