Insight: Social campaigns never get noticed and fall under the radar due to the lack of media budgets.
Strategy: Piggy back ride on other brands and their already approved media budgets.
Idea: Convince the biggest brands to donate prime time air time for breast cancer awareness on international women’s day and make all Romania join the cause and turn celebrity visuals into campaign ambassadors.
Results and Effectiveness
Coca-Cola, KFC, Pizza Hut, Rom and Napolact donated their TV commercials on 4 national channels
1250 pinned outdoors
20 cities joined the movement
79 celebrity endorsers
2.3 million women saw the ribbon on TV
220.000 euro in free media
Creative Execution
A guerilla campaign of pink ribbon pinning, the international symbol of breast cancer awareness.
We made everybody see and talk about the pink ribbon by convincing brands to postproduction pin it in their commercials and air it prime time on women’s day.
We also made a 5 different sizes pink ribbon kit for people to order or download, take to the streets and pin it on all the posters and visuals of famous people.
Insights, Strategy and the Idea
We wanted to make everybody an ambassador of the campaign by placing all media in the hands of the people. The campaign site encouraged people to order home the 5 size ribbon kit or download it from the website and make their own ribbons, take them on the streets and pin all the celebrities they encounter.
From writers to models, from composers to movie stars, the pink ribbon was pinned in the chest of all the city’s statues, posters, bus shelters, stencils and shop windows.