Despite statistics reporting breast cancer is the leading cause of cancer deaths for women ages 20 to 39 and evidence that early detection saves lives, a national survey determined that young women do not recognize breast cancer as an immediate health risk, do not follow recommended breast health practices, and have many misconceptions about the disease. To address this, the Susan G. Komen Breast Cancer Foundation worked with Fleishman-Hillard to develop On the Way to the Cure™ – The Komen College Tour, an innovative, interactive campaign that breaks through the clutter of school and social commitments to position breast health as a priority. The campaign delivered important health messages in a manner that engaged, empowered and effected behavioral change among this audience without frightening or alienating them. Over a two-week period the Komen tour traveled to 10 colleges and universities, directly reaching more than 28,000 college students, 80 percent of whom committed to improved breast health practices. The tour also generated more than 8.5 million media impressions.