THE BIRTH OF A SENSATION:

How 'Team Ra-Ras Kicks Breast Cancer' Came to Life

 

In spring 2010, Maggie Trush-Hammond came to the Komen Philadelphia Affiliate with a vision to "rock the worldwide stage" with a breast cancer video message that would inspire, enlighten, motivate, unite and fundraise unlike any other YouTube video out there. The Affiliate listened, and we liked the words that were spoken from her lips, but, more importantly, we loved the passion that radiated from her heart!

 

At that moment a star was born. Well, actually 136 stars all glowing in a hope-filled pink! Those stars aligned -- with a few more celestial players -- and in October, serving as the fireworks kicking off our National Breast Cancer Awareness Month celebration -- the first-ever viral video of the Komen Philadelphia Affiliate went live... to SAVE lives... delivering a 10¢-per-click 'kick' to breast cancer! That is, to encourage viewers to share the video with others and increase breast cancer awareness, UnitedHealthcare agreed to donate ten cents ($.10) per view to the Komen Philadelphia Affiliate up to a maximum donation of $100,000. 

 

With international pop and R&B sensation, Jay Sean, lending his music and heart to our team of NFL Alumni Philadelphia Chapter Cheerleaders, UnitedHealthcare of Pennsylvania and Komen Philadelphia Affiliate activists, we knew this video would go far in empowering a world without breast cancer... we just never imagined how fast it would get there!

 

In less than one month of being uploaded to Youtube, 'Team Ra-Ras Kicks Breast Cancer' generated over 1 million views, was ranked #12 of most-viewed Youtube Non-profit & Activism videos, and earned the Komen Philadelphia Affiliate a $100,000 donation from UnitedHealthcare of Pennsylvania. And the views continue to climb, as men, women and children continue to embrace the opportunity to connect emotionally with others like them around the world in the need for awareness and support in fighting the disease that takes a life every 69 seconds.

 

Prompted by the incredible achievements of the video in the first month, UHC elevated their participation in the campaign to keep the viewership momentum strong and broaden the awareness impact of the video. UHC's new contribution plan will earn The Affiliate $50,000 each time the Youtube viewership of the video reaches new milestones of 5 million views and 8 million views. UHC has already donated $100,000 to the Affiliate, as per their initial sponsorship commitment, based on a 10¢-per-view structure up to 1 million views, bringing the potential grand total of the UHC contribution for 'Team Ra-Ras Kicks Breast Cancer' to $200,000.  In addition, UHC underwrote the entire cost of the video production, to help assure every penny raised through the initiative would be used to advance The Affiliate's mission.

 

View it now on YouTube and help us reach 8 million views.

 

More Video History & Fun:

 

 

 

UnitedHealthcare of Pennsylvania proudly supports the Komen Philadelphia Affiliate -- our collective commitment... compassion... and conviction can make a world without breast cancer a reality.