Project Description

Since 2004 and 2007, respectively, HKA has served as the marketing communications agency for prominent corporate client Haskell & White (H&W) and notable nonprofit client Susan G. Komen for the Cure. H&W stands as one of the largest independently owned accounting and business advisory firms in Southern California, while The Komen Orange County Affiliate is a highly recognized nonprofit 501(c)(3) public charity that operates under the charter of the international organization headquartered in Dallas, Texas.

The Challenge

After successfully nominating H&W Managing Partner Wayne Pinnell to be one of only seven Pink Tie Guys named by Komen OC in 2010, HKA sought to leverage his selection to benefit both clients. The Pink Tie Guy initiative identifies prominent community businessmen to advocate for breast cancer research and Komen for the Cure. HKA aspired to heighten recognition for Wayne as a Pink Tie Guy, while strengthening H&W’s reputation as a firm dedicated to supporting worthy causes. HKA also set out to support the Komen affiliate’s overall mission, which included registration and fundraising for the 2010 Komen OC Race for the Cure.

The Solution

After careful consideration and thoughtful planning, HKA created an innovative program that ‘accounted’ for one of Wayne’s prized possessions – his larger-than-life recreational vehicle. Knowing how much he enjoyed his 40-foot RV, the campaign combined his Pink Tie Guy status with his motoring hobby. HKA ‘pinked out’ Wayne’s RV with a vivid and inspirational ‘wrap’ to create a high-visibility mobile billboard that would promote the Komen OC Race for the Cure and breast cancer awareness. Wayne piloted the RV around Orange County in the months leading up to the race and made stops at prominent area locations and events, including Angel Stadium and the well-attended Taste of Newport. All the while, the acclaimed Pink RV, which also maintained its own Twitter following, promoted Haskell & White as a caring organization committed to the communities in which it conducts business.

The Results

Wayne Pinnell was easily the best-known and most-appreciated Pink Tie Guy of 2010. In fact, Wayne and H&W were chosen as Komen OC’s 2010 Corporate Partner for the Cure. H&W and Komen appeared together in numerous local media placements, creating increased public awareness of the firm as a staunch breast cancer advocate. Additionally, The Pink RV was seen in person by more than 300,000 people as it toured various events, plus many thousands more as it drove around Orange County. Importantly, the 2010 Race for the Cure reached its fundraising goal and saw an increase in race participants. Komen repeatedly credited the Pink RV with impacting the event’s success.