2019 Glass: The Award for Change

CARE WHILE YOU CARE

ClientPINK RIBBON
Category A01. Glass
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

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. However, most women don’t self-check their breasts on a regular basis, causing many tumours to go unnoticed and untreated for weeks and months. In 2018 Pink Ribbon Germany – the charity dedicated to breast cancer awareness – looked for a solution to inspire women to self-check their breast more often. Because only if you know your own body and breasts you are able to spot changes that might be a threat to your health and well-being. The task was clear: find a way to make self-checking an easy-to-perform routine that can be integrated into women’s daily lives.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

Usually, in Germany women see their gynaecologist once a year – and that is also the only time they have their breasts checked. Also, important medical check-ups like mammograms are only paid by public health insurance if the patient is over 50 years old. But breast cancer also affects young women (and even some men). Even though breast cancer is the most common cancer in western countries, most women don’t self-check their breasts for many reasons, some are afraid of it, some simply don’t know how to do it, others fear to do it wrong. All these reasons cause some tumours to go unnoticed and therefore untreated. For Pink Ribbon Germany it was most important to find a way to integrate self-checking into the daily routine, take the “fear-factor” out of it and enable women all over Germany to perform the self-check themselves.

Describe the creative idea

At least once a day women get naked to take a shower. We used that insight to create: 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

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 and 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 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.

Describe the execution

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 bath. 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.

Describe the results / impact

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 of 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.