CARE WHILE YOU CARE

ClientPINK RIBBON
Category A01. Fast Moving Consumer Goods
TitleCARE WHILE YOU CARE
Product/ServiceCARE WHILE YOU CARE SHOWER AND BODY LOTION LINE
Entrant MEDIAMONKS Hilversum, THE NETHERLANDS
Idea Creation DDB DÜSSELDORF, GERMANY
Media Placement DDB DÜSSELDORF, GERMANY
PR DDB DÜSSELDORF, GERMANY
Production DDB DÜSSELDORF, GERMANY
Production 2 MEDIAMONKS Hilversum, THE NETHERLANDS
Production 3 CHAMAELEON DIGITAL VISION Düsseldorf, GERMANY
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 Creative
Jeannette Bohné DDB Group Germany Idea and copywriting
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 Producer
Luisa Wahlefeld DDB Group Germany Social Media Manager
Cathrin Beck Cathrin Beck Fotografie Photographer
MediaMonks MediaMonks MediaMonks Production

Why is this work relevant for Direct?

With Pink Ribbon CARE WHILE YOU CARE, Pink Ribbon created a skincare product that makes breast cancer awareness part of the daily routine. With two carefully designed products – shower gel and body lotion – Pink Ribbon clearly communicates how women can self-check their breasts and play an active role in ensuring their well-being. The two skincare products do not only communicate clear directions on how to perform the self-checking but also give more information about Pink Ribbon and also inspire women to go online, visit the landing page, learn more about breast cancer and even donate for Pink Ribbon.

Background

1 in 8 women will be affected by breast cancer at some point in their lives – in Germany alone over 70.000 new cases are reported per year – but it’s a highly curable disease if detected and treated early. The only problem is, most women don’t self-check their breasts on a regular basis, causing many tumors to go unnoticed for weeks and months. In 2018 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 routine – and safe lives.

Describe the creative idea (30% of vote)

At least once a day women get naked to have a shower. We used that insight to create: Pink Ribbon CARE WHILE YOU CARE. The first-ever Shower Gel and Body Lotion, made to inspire 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: Steps 1-3 on the Shower Gel: Touch. Pat. Squeeze. Can be performed under the shower during the usual shower routine. They are followed by steps 4-6 on the Body Lotion: 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 backside of the packs held in-depth descriptions on how to perform the six steps. Pink Ribbon CARE WHILE YOU CARE was created exclusively for Pink Ribbon Germany, using ecological, harm-free, vegan ingredients.

Describe the strategy (20% of vote)

To make self-checking a daily-routine Pink Ribbon had to target women in a moment, where they are already in touch with their bodies. Therefore, Pink Ribbon targeted women when they are naked already: under the shower and right after. By developing a skincare brand Pink Ribbon CARE WHILE YOU CARE, consisting of a Shower Gel and Body Lotion, Pink Ribbon moved breast cancer awareness from the sterile doctor’s office into the bathroom. With the unique design of the product self-checking became an easy to follow 6-steps task, that every woman could follow through. The approach behind the products was to create a highly aesthetics, harm-free product that speaks to women and inspires them to make self-checking a daily routine, as natural and easy as having a shower and using body lotion. Pink Ribbon created a small product that speaks for itself and has the potential to save lives.

Describe the execution (20% of vote)

The brand was created from scratch, starting with the name: Pink Ribbon CARE WHILE YOU CARE. The 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 bathroom. To spread Pink Ribbon 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 breast cancer, including a how-to video showing the products in use and the option 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 (30% of vote)

Pink Ribbon CARE WHILE YOU CARE was launched as an exclusive limited edition of 2000 sets. This first edition was handed out in cooperation with influential celebrities and a local hotel chain. Staring with these 2000 sets we created millions impressions and sparked a conversation among women worldwide. The website was visited by an impressive number of women and many donated for Pink Ribbon’s cause. And Pink Ribbon found a sales-partner who has pledged to bring Pink Ribbon CARE WHILE YOU CARE back onto the shelf just in time for PinkTober 2019 (Oktober the official Breast Cancer Awareness Month) so that every woman in Germany can get their hands first onto the body care set and then on their breasts.