Pink Ribbon ‘Check it before it’s removed’
GOOD CAUSE
Pink Ribbon Germany needed help addressing the increasing number of women dying of breast cancer.
CLIENT
Pink Ribbon Germany
ROLE
Social media strategy and celebrity outreach
YEAR
THE CHALLENGE
Breast cancer affects one in eight women. With no media budget, the task was to reach young women and encourage regular self-checks.
THE APPROACH
National and international celebrities, singers, bloggers and athletes shared campaign images, creating urgency and widespread mainstream-media awareness.
THE CAMPAIGN
A social strategy and celebrity how-to send-out concentrated posts into a single moment, generating an overwhelming volume of Facebook activity throughout the day.