SAVING LIVES WITH A LIVE PRINT AD

TitleSAVING LIVES WITH A LIVE PRINT AD
BrandPINK RIBBON
Product/ServicePINK RIBBON
Category B03. Use of Print / Outdoor
Entrant MORTIERBRIGADE Brussels, BELGIUM
Idea Creation MORTIERBRIGADE Brussels, BELGIUM
Media Placement MORTIERBRIGADE Brussels, BELGIUM
Credits
Name Company Position
Joost / Philippe / Jens Berends / De Ceuster / Mortier mortierbrigade creative directors
Frederic Zouag mortierbrigade art director
Nicolas Gaspart mortierbrigade copywriter

Why is this work relevant for Media?

In Belgium, the back page of most newspapers is reserved for a full-page print ad. It’s the last chance a brand gets to attract the readers attention after he/she has just finished reading the newspaper. This print ad was made overnight, after the news articles were chosen and right before the newspaper went on press.

Background

In Belgium, 1 in every 9 women will be diagnosed with breast cancer in their lifetime. In an effort to raise awareness on breast cancer, Pink Ribbon brought this statistic to life.

Describe the creative idea / insights (30% of vote)

In a full-page print ad on the last page of Belgium’s biggest newspaper, they assembled the faces of the 23 women who featured in the newspaper’s articles. They showed that 2 of these women would get cancer according to statistics. The print ad went live by putting human faces on an otherwise distant statistic.

Describe the strategy (20% of vote)

The result is. that you realize that the women you just read about are facing a real danger - just like all women.

Describe the execution (20% of vote)

The print ad was made overnight, after the news articles were chosen and right before the newspaper went on press.

List the results (30% of vote)

Visits on the website doubled +37% pink ribbons were sold, funding the fight against breast cancer