SO BRAVEC A S E S T U D Y

CHALLENGEIn 2019, the SBMA was in its fourth year and relying on its founderRachelle Panitz for its continued success. However, the time, energyand travel commitments of  running the SBMA program neededbetter processes in order to allow for delegation of responsibilitiesand growth of the organisation. After years of the program's success resting with Rachelle, a newmodel and work method was critically important. In addition, somemodels in the program were requiring significant resources to followthrough on their fundraising and other commitments and much ofthe organisation's inner-workings were locked inside its founder'smind. So Brave needed a solution that would reduce stress, improve clarity& efficiency and provide a sustainable future for the organisationwith its founder stepping back, so that it could continue to fulfil itsmission.

INTRODUCTION The So Brave ModelAmbassador (SBMA)program creates annualcalendars featuring thestories and breathtakingimages of young womenwho were diagnosed withbreast cancer before 40years of age in iconic andbeautiful locations aroundAustralia. The 2017 calendar waslaunched in August 2016,after So Brave founderRachelle Panitz wasinspired to make adifference following herown personal journeywith breast cancer afterbeing diagnosed at theage of 32, when hersecond child was just 6weeks old. The SBMA programprovides an opportunityfor women to face theirfears, embrace theirbodies, fundraise andshare the message thatyoung women get breastcancer too.

SOLUTIONWe worked with So Brave to extract the essential elements and innerworkings of the SBMA program and create four visual models thatcommunicate clearly and succinctly what is involved. These models are used to screen and qualify potential participants inthe program and to educate the So Brave audience in videos, printedmaterials, social media, website and presentations. The following pages give and overview of the four models created.

SHARE YOUR PASSIONF O U R M O D E L S O L U T I O N

BEYOND BREAST CANCERLife: Jodie was living her "normal" life with her husbandand two young kids. Diagnosis: The breast cancer diagnosis came as a totalshock. Treatment: Then the pain, trauma and isolation oftreatment, including surgery, chemo, radiation,immunotherapy and hormone therapy, took its toll. Atthe end of it all, Jodie wanted give meaning to herexperience and make a difference for others. Empowerment: Through the SBMA program Jodie wasable to reclaim her body, raise awareness and embracea community and opportunity that empowered her tomake a difference.Legacy: Jodie has contributed to the So Brave legacy,helped raised awareness that young women get breastcancer too, fundraised to help fund research that betterprevents, diagnoses, treats and monitors breast cancerand created a beautiful keepsake for her family forgenerations to come.

BEHIND THESCENESThe visual model on theright is an example of anExcite Model. An ExciteModel excites andinspires your audience totake action. It should beevocative and emotive.One of the ways to do thisis to tell the "Hero'sJourney" story of an idealclient, or in the case ofthis example on the right,an ideal candidate for theSBMA program. When you talk throughyour Excite Model, yourideal client will naturallyself select where they arein the journey and wherethey want to be, and theywill be inspired to takeaction and close the gap.Naturally, they will thensee you as the authority inhow to close that gap.  The SBMA Excite Modelcan be used to tell thestory of a model, such as"Jodie" (name changed toprotect privacy).

SO BRAVEC A S E S T U D Y

BEHIND THESCENESThe visual model on theright is an example of aSuccess Model. A SuccessModel shows what it takesto achieve the successyour audience wants. Itdepicts the keyingredients your audienceneeds to master toachieve the desired resultor outcome.  The SBMA Success Modelshows the key ingredientsa model ambassadorneeds to embrace inorder to be a successfulparticipant in theprogram. Given the challengesfaced by So Brave withsome ambassadors beingchallenging to work within the past, we wanted toclearly articulate with thismodel exactly what SoBrave was looking for. Forexample, we expect thatcandidates who do nothave the right mindsetand attitude or thecommitment tofundraising will excludethemselves from theprogram.

SO BRAVEC A S E S T U D Y

KEYS TO SUCCESSTo become empowered and make a difference throughthe SBMA program, there are five key ingredients forsuccess. Women diagnosed with breast cancer beforethe age of 40 who embrace these five things are exactlywhat So Brave is looking for in a model ambassador.

Purpose: You need to have a sense of purposegreater than yourself.Mindset: Having a "can do" attitude is essential.Platform: We provide a platform and opportunitiesfor you to tell your story and make a difference.Fundraise: Fundraising is essential to the continuedwork of So Brave and a fundamental part of the SBMAprogram. Community: Having family and friends around youon your journey as an ambassador is essential. Thecommunity of other ambassadors also contributes tothe overall experience.

1.

2.3.

4.

5.

First we ensure that you area good fit for the program

STEP 1

QUALIFY

STEP 2

COMMIT

You commit to yourfundraising vehicles, budget

and schedule

STEP 3

SHARE

Your story is shared throughthe So Brave platform and in

your local community

STEP 4

SHARE

You raise enough money toqualify as an ambassador

and continue

STEP 5

PAINT

You are body-painted andphotographed in a beautiful

location

STEP 6

FUNDRAISE

Your fundraising continuesthrough your chosen vehicles

STEP 7

LAUNCH

All models attend theNational calendar launch in

August-September

STEP 8

FUNDRAISE

Fundraising continues as yousell the calendars and run

your own local launch

BEHIND THESCENESThe visual model on theright is an example of anEducate Model. AnEducate Model providesyour audience with apowerful structure,showing them the actionsrequired to achieve thedesired outcome. In creating the SBMAEducate Model wewanted to be very explicitabout the paint day beingjust one of eight steps,even though it is oftenthe main attraction forcandidates. Participants in theprogram are considered"candidates" in the firstfour steps before theyhave raised the minimumamount to qualify as anambassador and beeligible from step fiveonwards.

SO BRAVEC A S E S T U D Y

BEHIND THESCENESThe visual model on theright is an example of aYes Model. A Yes Model is designedto have your clients sayingYES YES YES to idea orsolution you arepresenting by answeringthe all-important "what'sin it for me?" question. Wedo this by sharing thebenefits your idea,solution or service.  The SBMA Yes Modelshows the benefits toambassadors ofparticipating in theprogram.

SO BRAVEC A S E S T U D Y

BENEFITSBy participating in the SBMA program you get toContribute - to make meaning out of your breastcancer experience. You regain Confidence as you find a way home to yourbody and embrace opportunities to be brave and speakup. You make Connections that are the anti-dote to theisolation and trauma of treatment. And ultimately, you get to leave a Legacy.

Renée has an extraordinarilyunique capacity to take

incredibly complex and largescale projects and reduce thatcomplexity to a simple to use,

easy to explain and highlyeffective set of models.

Thank you doesn't start to

recognise the amazingimpacts these four models

will have on our charity andon my ability to easily and

effectively explain our corebusiness.

You rock Renée!

Rachelle Panitz, Founder, So Brave

SO BRAVEC A S E S T U D Y

OUTCOMESHaving clearer expectations for models in the SBMA program has reduced the stress andtime costs of managing models in the program for both the founder and the organisation.The SBMA Signature System allows for a more streamlined onboarding process for newmodels and the ability to qualify potential candidates before they begin. In addition, having a tangible & visible system & messaging, that does not rely on Rachelleensures the longevity and sustainability of So Brave moving forward. It means that as thefounder, she can see a light at the end of the tunnel in terms of her own life balance andshe has the confidence and trust that her team can step up and handle things thatpreviously weighed so heavily on her shoulders.