Susan G. Komen
Breast Cancer Foundation
Every June, the St. Louis affiliate of the Susan G. Komen Breast Cancer Foundation hosts one of the country’s largest Race For The Cure events. Historically, the St. Louis Race brings out over 50,000 people and raises over $1-million for breast cancer research and treatment programs.
To generate awareness and drive participation for the Race, Hughes developed a print and outdoor campaign based on the on the idea of offering hope, which is what the Race is all about, through the line "Hope is a runner."
As a way to make the campaign more personal and accessible, candid portraits of a variety of women were taken to use as images in the ads. Mark Katzman, of Ferguson & Katzman Photography, shot the portraits using a distinctive technique called Wet Plate. The Wet Plate process dates back to the Civil War era, and requires coating a glass plate with chemicals like ether, sulfuric acid and silver nitrate in the darkroom before placing the plate in the bulky, wooden camera and exposing it to light anywhere from 6 to 12 seconds. The glass plates are then taken directly back to the darkroom and treated with other chemicals, washed with water and dried for print-making. The result is a striking image that captures a depth and intimacy unique to the Wet Plate process.
At last count, over 62,000 people came out to participate in the 2005 Race, helping to raise over $2-million.
Breast Cancer Foundation
Every June, the St. Louis affiliate of the Susan G. Komen Breast Cancer Foundation hosts one of the country’s largest Race For The Cure events. Historically, the St. Louis Race brings out over 50,000 people and raises over $1-million for breast cancer research and treatment programs.
To generate awareness and drive participation for the Race, Hughes developed a print and outdoor campaign based on the on the idea of offering hope, which is what the Race is all about, through the line "Hope is a runner."
As a way to make the campaign more personal and accessible, candid portraits of a variety of women were taken to use as images in the ads. Mark Katzman, of Ferguson & Katzman Photography, shot the portraits using a distinctive technique called Wet Plate. The Wet Plate process dates back to the Civil War era, and requires coating a glass plate with chemicals like ether, sulfuric acid and silver nitrate in the darkroom before placing the plate in the bulky, wooden camera and exposing it to light anywhere from 6 to 12 seconds. The glass plates are then taken directly back to the darkroom and treated with other chemicals, washed with water and dried for print-making. The result is a striking image that captures a depth and intimacy unique to the Wet Plate process.
At last count, over 62,000 people came out to participate in the 2005 Race, helping to raise over $2-million.
