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Overview
Understanding that golf is more than just a "man's" game, Callaway Golf sought to attract a committed group of women whose interest in the sport rivals that of men. To reach this influential group, Callaway Golf wanted to position itself as a company that cares about women - a company that strives to raise awareness and support programs that improve the lives of women.
To maximize awareness, as well as Callaway Golf's philanthropic resources, Bratskeir brokered a partnership between Callaway Golf and the Entertainment Industry Foundation (EIF). The Callaway Golf Foundation donated $1 million to the Entertainment Industry Foundation's Women's Cancer Programs to create the Callaway Golf Foundation Women's Cancer Initiative (CGFWCI). As an initial step, Callaway Golf Foundation and the EIF teamed up with four leading cancer facilities to fast-track breakthrough ovarian cancer tests and treatments. Propelled by CGFWCI, these institutions represent a collaborative, national project designed to advance treatment of ovarian cancer through molecular profiling, biomarker discovery and targeted therapy development.
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To further raise awareness and funds for ovarian cancer early detection and prevention, award-winning actress Eva Longoria was named the ambassador for a public service campaign created by the Callaway Golf Foundation and EIF. Ms. Longoria appeared in both TV and print public service announcements, encouraging women to better understand their risks for the disease and asking them for their assistance in driving a cure for cancer. Halle Berry has agreed to be ambassador for the second year of the campaign.
Results
• Placement of teal branded Callaway Golf products with a percentage of products going to funding breakthroughs in ovarian cancer in top long-lead print publications.
• Callaway Golf Company donated 15% of its net sales from the sale of teal products to help fund the Callaway Golf Foundation Women's Cancer Initiative through Entertainment Industry Foundation.
• Print PSA placement in top long-lead publications worth more than $1 million in ad value.
• Broadcast PSA placement in the top 100 DMA
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