Susan G. Komen L.A. County Launches Innovative Fundraising Campaign With GoodThreads and Comediva

“The Wonder of Breasts” PSA featuring Riki Lindhome will use humor to spark dialogue and empower women to save two of the seven natural wonders of the world through regular mammograms

LOS ANGELES--(BUSINESS WIRE)--In conjunction with National Breast Cancer Awareness Month 2011, Los Angeles-based organizations Susan G. Komen Los Angeles County, GoodThreads, and Comediva, have partnered to create “The Wonder of Breasts”: a humorous, entertaining PSA to educate women (and men) about the importance of early detection through regular mammograms.

“We wanted to create something that celebrates all the ‘wonders’ of breasts, some serious, some not so serious, to get people talking and laughing together”

“The Wonder of Breasts”, written and produced by Comediva, a female comedy brand that creates original video and editorial content geared towards a smart, savvy female audience, will showcase how “two of the seven natural wonders of the world” are our greatest national resource. The video also features actress and musician Riki Lindhome as the PSA’s “Breastivist.” Lindhome, known for television roles in Gilmore Girls, House, the Big Bang Theory, and the United States of Tara, is also one half of the musical comedy duo Garfunkel & Oates.

GoodThreads, a full-service eCommerce and merchandise fulfillment solution servicing U.S.-based nonprofits, will provide the platform for PSA viewers to purchase exclusive, “The Wonder of Breasts” T-Shirts featured in the video. Proceeds from all T-Shirt purchases will go to Susan G. Komen Los Angeles County. Additionally, the platform will allow people to "Adopt a Pair of Breasts" and share it with friends via Facebook and email.

“As a non-profit, one of the challenges we face is continuing to find innovative, interesting, and entertaining ways to reach and influence current and potential supporters,” remarked Deb Anthony, Executive Director of Susan G. Komen Los Angeles County. “This creative partnership with GoodThreads and Comediva allows us to do all of those things while providing our organization with a new brand engagement platform and fundraising channel.”

By illustrating the many uses for breasts, some actual, such as breastfeeding, and some absurd, such as using breasts as floatation devices, “The Wonder of Breasts” uses humor to spark dialogue and empower women to save this precious commodity through early detection.

“We wanted to create something that celebrates all the ‘wonders’ of breasts, some serious, some not so serious, to get people talking and laughing together,” remarked “The Wonder of Breasts” writer and Comediva Editorial V.P., Linda Yvette Chávez.

Added GoodThreads CEO Brandon Hance: “My experience with losing my aunt Carol to breast cancer was the motivating factor for launching GoodThreads, so this project has both personal and professional significance. We are excited to be providing this opportunity for Susan G. Komen Los Angeles County to raise money so they can continue raising awareness and educating people about this disease.”