Title	ART AGAINST BREAST CANCER
Brand	VIRAG JUDIT GALLERY
Product/Service	VIRAG JUDIT GALLERY
Category	A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant	DDB BUDAPEST, HUNGARY
Idea Creation	DDB BUDAPEST, HUNGARY
Idea Creation 2	DDB BUDAPEST, HUNGARY
PR	DDB BUDAPEST, HUNGARY
Production	ARE Budapest, HUNGARY

Name	Company	Position
Karolina Galacz	DDB Budapest	Creative Director
Zsolt Balogh	DDB Budapest	Creative Director
Emese Gillotte	DDB Budapest	Senior Art Director
Dorottya Tóth	DDB Budapest	Senior Copywriter
Zsófia Maul	DDB Budapest	Agency Producer
Alexandra Kemenyiczki	DDB Budapest	Agency Producer
Udeme Etentuk	ARe	Digital Producer
Zoltán Mendrei	DDB Budapest	Illustrator
Benjamin Rigó	ARe	Illustrator

Why is this work relevant for PR?

The campaign aimed at reaching more women than usual breast cancer awareness educational campaigns aim for. It delivered on this goal by garnering earned media that was able to reach every 14th person in the country, an unparalelled success for a breast cancer prevention campaign in Hungary.

Background

Hungary has the number one highest mortality rate for breast cancer in the European Union. Regular self-examination is crucial for early detection, but only 0,6% of women perform it regularly. Education is key, but usual education campaigns have gone unnoticed. Judit Virág Gallery, an institution famous for its prestigious collection of paintings featuring nude women, saw an opportunity to help. Together with Pink Ribbon Hungary, they created Art Against Breast Cancer.

Describe the creative idea (20% of vote)

This is an AR experience within the gallery where 3 famous nude paintings come alive in the devices of the guests and show how to self-examine breasts. The women in the paintings also tell visitors why this is necessary and how often and when it should be performend, then they demonstrate the steps of self-examination in detail. Visitors were able to download the AR app and look at the paintings on their own devices, or they could experience it with the help of the tablets provided by the Gallery. After the demonstration, they directed the viewer to a custom Pink Ribbon landing page with more details about this important ritual.

Describe the PR strategy (30% of vote)

The campaign aimed at reaching more women than usual breast cancer awareness educational campaigns. It delivered on this goal by using a novel medium (art), combined with technology and reached every 14th person in the country through earned media.

Describe the PR execution (20% of vote)

The campaign aimed at reaching more women than usual breast cancer awareness educational campaigns. Health influencers, doctors and TV news spread the word about the exhibition. The nudes that came alive garnered over 700,000 media impressions.

List the results (30% of vote)

Health influencers, doctors and TV news spread the word about the exhibition and in a few weeks, every 14th person was reached by the earned media of the campaign. -half a million website visits in 2 weeks - 700,000 media impressions