ABOUT

The For Women By Women initiative aimed at increasing awareness and treatment of breast cancer while furthering General Electric’s commitment to women’s health. With a curation of collaborators including IDEO, Susan G. Komen, The Mayo Clinic, and a variety of other commercial and institutional partners, Sub Rosa conducted a campaign to re-imagine the mammography experience. The result established GE’s long-term investment in the field, and charted a course for innovation and progress for years to come.