Title | CARE WHILE YOU CARE |
Brand | PINK RIBBON DEUTSCHLAND |
Product/Service | PINK RIBBON CARE WHILE YOU CARE SHOWER GEL & BODY LOTION |
Category |
B02. Non-profit / Foundation-led Education & Awareness |
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
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 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.
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.
Describe the final product (40% of vote)
The brand was created from scratch, starting with the name: CARE WHILE YOU CARE, the holistic design, including the unique icons and the whole packaging. The ingredients were carefully chosen with the intention to create ecological, harm-free and vegan products that are fun to use and women love to have in their bath. 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. They are followed by steps 4-6 on the Body Lotion: Compare. Move. Look. The last 3 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 6 steps. By creating CARE WHILE YOU CARE, Pink Ribbon changed breast cancer awareness 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 200 sets we reached millions of impressions and sparked a conversation among women worldwide.