CARE WHILE YOU CARE

Bronze eurobest Award

Case Film

Presentation Image

ClientPINK RIBBON DEUTSCHLAND
Category E01. Beauty / Healthcare
TitleCARE WHILE YOU CARE
Product/ServicePINK RIBBON CARE WHILE YOU CARE SHOWER GEL & BODY LOTION
Entrant DDB DÜSSELDORF, GERMANY
Idea Creation DDB DÜSSELDORF, GERMANY
Media Placement DDB DÜSSELDORF, GERMANY
Production DDB DÜSSELDORF, GERMANY
Production 2 CHAMAELEON DIGITAL VISION Düsseldorf, GERMANY
Production 3 MEDIAMONKS Hilversum, THE NETHERLANDS
Credits
Name Company Position
Dennis May DDB Group Germany Chief Creative Officer
Kristine Holzhausen DDB Group Germany Executive Creative Director
Dominika Zajac DDB Group Germany Senior Art Director
Jeannette Bohné DDB Group Germany Senior Copywriter
Mona Elobeid DDB Group Germany Managing Director
Nina Bals DDB Group Germany Senior Account Manager
Linda Koenen DDB Group Germany Group Account Director
Benedikt Görts DDB Group Germany Senior Producer
Luisa Wahlefeld DDB Group Germany Social Media Manager
Cathrin Beck Cathrin Beck Fotografie Photographer

Background

1 in 8 women will be affected by breast cancer at some point in their lives – but it’s a highly curable disease if detected and treated early. ​ ​ One of the biggest problems is, most women don’t self-check their breasts on a regular basis, causing many tumors to go unnoticed for weeks and months.​ ​ In 2019 Pink Ribbon Germany – the charity dedicated to breast cancer awareness – looked for a solution to motivate women to self-check their breast more often. The main problem: most women are afraid to do something wrong while self-checking and feel uncomfortable getting naked just to search for potential knots or changes in their breast. The task was clear: find a way to make self-checking an easy-to-perform daily routine.

Describe the creative idea (40% of vote)

At least once a day women get naked anyway - to have shower. We used that fact to create: ​ CARE WHILE YOU CARE. The first ever showergel and bodylotion, made to remind and educate women to self-check their breasts during the shower and right after. Turning a daily beauty-routine into a life-saving routine. ​ ​ To show women how to self-check, we created unique icons on the packs:​ Steps 1-3 on the showergel: Touch. Pat. Squeeze. Can be performed under the shower during the usual shower routine. They are followed by steps 4-6 on the bodylotion: Compare. Move. Look. The last three steps should be performed after the shower while using the body lotion. ​ ​ In addition to the icon-guide the back side of the packs held in-depth descriptions on how to perform the six steps. CARE WHILE YOU CARE was created using ecological, harm-free, vegan ingredients.

Describe the execution (40% of vote)

The brand was created from scratch, starting with the name: CARE WHILE YOU CARE. Also the holistic design, including the unique icons and the whole packaging. Also, the ingredients were carefully chosen with the intention to create a harm-free product that is fun to use and that women love to have in their bath.​ ​ To launch the first edition of CARE WHILE YOU CARE, Pink Ribbon teamed up with a hotel chain, handing out a product set to every woman checking in, and cooperated with influential German and international celebrities to raise awareness and spread the message to their millions of followers. ​ ​ A website was created to give women more information about self checking and giving the opportunity to donate for Pink Ribbon. By giving women smartly designed body care products Pink Ribbon changed their body-care-routine into a life- saving-routine. One shower at a time.

List the results (20% of vote)

CARE WHILE YOU CARE was launched as an exclusive limited edition in the first place. This first edition was handed out in cooperation with influential celebrities and a german hotel chain. Starting with these 2000 sets we reached millions of impressions and sparked a conversation among women worldwide.