CARE WHILE YOU CARE

TitleCARE WHILE YOU CARE
BrandPINK RIBBON DEUTSCHLAND
Category B02. Use of Ambient Media: Small Scale
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

Why is this work relevant for Direct?

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

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 (30% 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 Shower Gel and Body Lotion, 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 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 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 strategy (20% of vote)

To bring self-checking into the daily-routine Pink Ribbon had to target women in a moment where they are already in touch with their bodies to lower the hurdle of touching themselves, checking on their breasts. Therefore, Pink Ribbon targeted women when they are naked already: under the shower and right after. By developing a skincare brand CARE WHILE YOU CARE, a shower-gel and body-lotion, Pink Ribbon moved breast cancer awareness from the sterile doctor’s office into everyone’s 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 bodylotion. By creating CARE WHILE YOU CARE Pink Ribbon changed breast cancer awareness one shower at a time.

Describe the execution (20% 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.

List the results (30% 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.