Columbia University Medical Center
DNA has a long history of working with non-profit organizations, raising awareness and money for everything from MS to breast cancer to AIDS. Beginning in 2016, the agency developed the brand strategy, name, identity, advertising, marketing and media for Velocity, Columbia’s Ride to End Cancer—a one-day, 60-mile bike ride.
Inspired by vintage cycling design, the campaign featured 30 unique promotional posters. In its inaugural year, Velocity drew more than 500 riders and raised $1.4 million to further cancer research.