CHECK IT BEFORE IT'S REMOVED: NAKED BREASTS ON FACEBOOK AGAINST BREAST CANCER.
Gold Eurobest
Case Film
Presentation Image
Title
CHECK IT BEFORE IT'S REMOVED: NAKED BREASTS ON FACEBOOK AGAINST BREAST CANCER.
Brand
PINK RIBBON DEUTSCHLAND
Product/Service
BREAST CANCER AWARENESS
Category
B03. Social for Mobile
Entrant
DDB GROUP GERMANY Berlin, GERMANY
Idea Creation
DDB GROUP GERMANY Berlin, GERMANY
PR
DDB GROUP GERMANY Berlin, GERMANY
Credits
Name
Company
Position
Myles Lord
DDB Group Germany GmbH
Creative Managing Director
Tom Hauser
DDB Group Germany GmbH
Executive Creative Director
Lilli Langenheim
DDB Group Germany GmbH
Senior Art Director
Isabella Jorgensen
DDB Group Germany GmbH
Junior Art Director
Edward Sedelius
DDB Group Germany GmbH
Senior Copy Writer
Taria Hocke
DDB Group Germany GmbH
Junior Copy Writer
Nikolai Diepenbrock
DDB Group Germany GmbH
Creative Director Copy
David Barton
DDB Group Germany GmbH
Client Service Director
Catrin Schmid
DDB Group Germany GmbH
Account Director
Paul Dombek
DDB Group Germany GmbH
Account Manager
Nabila Korte
DDB Group Germany GmbH
Auszubildende Kauffrau für Marketingkommunikation, Beratung
Eric Schoeffler
DDB Group Germany GmbH
Chief Creative Officer
Konradin Resa
DDB Group Germany GmbH
Creative Director Digital
Marc Kaufholz
DDB Group Germany GmbH
Senior Designer
Tom Hormann
DDB Group Germany GmbH
Junior Planner
Philipp Ciba
DDB Group Germany GmbH
Social Media Manager
Sebastian Hudert
DDB Group Germany GmbH
Illustrator
Hannes Caspar
Hannes Caspar
Photographer
behind the scenes GmbH, Berlin
behind the scenes GmbH, Berlin
Art Buying
Bleech UG, Berlin
Bleech UG, Berlin
Programmer
Art Liaison Agency Special Key, Berlin
Art Liaison Agency Special Key, Berlin
Artist Liaison
Laura Marolt
DDB Group Germany GmbH
Head of Corporate Communications, Taskforce
Timo Giersch
DDB Group Germany GmbH
Junior Corporate Communications Manager, Public Relations
Zhong To
Freelancer
Filmmaker, Cinematographer and Designer
The Campaign
Social media platforms such as Facebook and Instagram strictly prohibit the display of female nipples. On International Women’s Day 2016, 17 brave women challenged these restrictions. They each bared a naked breast on Facebook and Instagram, urging all women to “Check it before it’s removed”.
Pink Ribbon Germany, together with female social influencers, shared the pictures with their online communities on Facebook and Instagram. National and international celebrities, singers, bloggers and athletes shared the pictures with millions of their followers, encouraging them to quickly re-share the posts before they were censored by moderators.
In a matter of hours, Facebook and Instagram began deleting the posts. But as the pictures were removed from social media, the buzz and awareness around the story was building in mainstream media.
Creative Execution
missing
On International Women’s Day Pink Ribbon’s awareness message reached 29 Million contacts, the equivalent of €2.2 Million in earned media. With a media spend of 0- Euro.
On March 8, traffic to Pink Ribbon’s breast cancer awareness information increased by 27,984%.
The 3 minute breast self-examination tutorial video on the website had a 92% view-through rate.
Due to public opinion and increasing media attention, Facebook and Instagram stopped removing the posts, allowing the message to continue reaching more and more young women.
To reach our target audience of younger women, we went to a place where young women are most active – Facebook and Instagram. The very places where breasts would be removed. By triggering Facebook and Instagrams strict censorship policies, we were able to create a strong analogy and demonstrate the urgency of the issue.
Because these posts would have a very short life expectancy we needed to quickly spread the pictures far and wide with the help of social influencers: female celebrities who came together to create a viral wave of posts on International Women’s Day and activate their followers to quickly re-share before they were removed. The removal of images added fuel to the existing discussion around “free the nipple”, social censorship and gender equality – making Pink Ribbons message a strong topic in the media on International Women’s Day.