How do you channel tragedy into charity? With the power and perseverance of Melinda Conklin. She lost her husband to colorectal cancer at age 43, and found the strength to start Hitting Cancer Below the Belt (HCB2). And along the way, she connected with Agency|51 Advertising, and the storytelling, and charity-raising, began to help fight the second deadliest cancer in America. At Agency|51, we have a history of being socially conscious and giving back through our clients’ charitable efforts without impacting their bottom line. Every dollar matters to charities, and so does every idea, and we’re very proud to do our part.

To help spread the word, Agency|51 enhanced HCB2’s foundation with strategic direction, a sleek new logo, cause-marketing campaigns — including the boxer Brief Battle 5k, and renowned Dazzling Denim Art Show & Auction — and the relaunching of the organization’s Facebook page to fully engage the social community. The result was an elevation of the marketing, a climb in donations, and a rise in awareness to help save lives.