ABCF taps The Oxígeno Project for growth and awareness push

The American Breast Cancer Foundation has hired The Oxígeno Project to lead communications, brand positioning and long-term growth efforts as the nonprofit looks to expand national awareness and reach underserved communities. The partnership is aimed at strengthening stakeholder engagement and supporting ABCF’s fundraising and community goals.

Why it matters: - ABCF is trying to widen access to breast cancer screening, early detection and patient support. - The new partnership is designed to help the nonprofit reach more underserved communities and build a stronger national presence. - Better communications can support fundraising, awareness and earlier action around breast cancer care.

What happened: - The American Breast Cancer Foundation announced Tuesday that it has engaged The Oxígeno Project to lead communications strategy, brand positioning and long-term growth initiatives. - The nonprofit is based in Morristown, New Jersey. - The Oxígeno Project is a strategy-first creative agency founded by Katherine Machado O’Hara.

The details: - ABCF said the work will focus on strengthening brand positioning, expanding public awareness and enhancing stakeholder engagement. - The partnership also will include national campaign development and research-driven planning to reach underserved communities. - The collaboration covers strategic communications planning, thought leadership, public relations, content development and campaign strategy. - ABCF said the effort is meant to support long-term fundraising and community engagement goals. - Megan Molloy, executive director of ABCF, said the organization is investing in long-term strategy, purposeful communications and innovative ways to reach people who need help most. - Katherine Machado O’Hara said the work is personal to her because her grandmother died of breast cancer after delaying care. - O’Hara said awareness alone is not enough and that action saves lives. - ABCF describes itself as one of the nation’s only 501(c)(3) nonprofits solely focused on eliminating financial and systemic barriers to breast cancer screening and diagnostic care. - ABCF says it provides education, financial assistance, patient navigation and community partnerships. - ABCF says it serves uninsured and underserved individuals nationwide regardless of income, language or background. - The Oxígeno Project says it specializes in brand strategy, integrated marketing, public relations and design. - The agency says it works across corporate, nonprofit, healthcare, higher education and public-sector clients. - ABCF directs readers to ABCF.org for more information or to support the mission. - The Oxígeno Project directs readers to oxigenoproject.com for more information. - The release also lists The Oxígeno Project’s LinkedIn, Instagram, Facebook and X accounts.

Between the lines: - ABCF is signaling a shift from basic outreach to a more deliberate growth strategy. - The focus on research-backed communications suggests the nonprofit wants to move more people from awareness to action. - O’Hara’s personal connection to breast cancer may help shape a message that pairs mission with urgency.

What's next: - ABCF and The Oxígeno Project will move into strategic planning, campaign development and content work. - The partnership is expected to support national awareness efforts and deeper engagement with donors, partners and communities. - ABCF is likely to use the new communications framework to expand its reach and strengthen future fundraising.