THE WORLD'S MOST PRECIOUS STONE
| Title | THE WORLD'S MOST PRECIOUS STONE |
| Brand | AGAINST BREAST CANCER |
| Product/Service | AGAINST BREAST CANCER |
| Category |
B03. Fundraising & Advocacy |
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Entrant
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BETC Paris, FRANCE
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Idea Creation
|
BETC Paris, FRANCE
|
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Production
|
QUAD STORIES Paris, FRANCE
|
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Production 2
|
SIZZER AMSTERDAM, THE NETHERLANDS
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Post Production
|
FIX STUDIO Paris, FRANCE
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Credits
| Stéphane Xiberras |
BETC |
Chief Creative Officer |
| David Martin Angelus |
BETC |
Creative Director |
| Thomas Defert |
BETC |
Art Director |
| Olivier Mille |
BETC |
Copywriter |
| Bao Tu-Ngoc |
BETC |
Producer |
| Felix Vroegop |
BETC |
Producer |
| Nina Aaldering |
NA |
Director |
| Jean Delpech |
BETC Digital |
Website development |
| Coralie Castot |
BETC Digital |
Website development |
| Julie Delachaux |
BETC Digital |
Website development |
| Antonin Langlade |
BETC Digital |
Website development |
| Dean VandenBiesen |
LifeGem |
Jewel Production |
| Pascale Monvoisin |
NA |
Jewel Design & Production |
| Yvonne Bond |
NA |
PR & Media |
| Damien Clanet |
BETC |
Agency management |
| Kim Jacovidis |
BETC |
Agency management |
| Nina Aaldering |
NA |
Director |
| Tibor Joris Dingelstad |
NA |
Director Of Photography |
| Seydi Bayrak |
NA |
Producer |
| Martin Coulais |
NA |
Producer |
| Virgile Olive |
NA |
Line Producer |
| Alexandra De Beyssac |
NA |
Editor |
| Thibaut Royer |
NA |
DOP |
| ULIEN LASCAR Lascar |
NA |
DOP |
| INES DIELEMAN& THOMAS DEFERT INES DIELEMAN& THOMAS DEFERT |
INES DIELEMAN& THOMAS DEFERT |
Photographer |
Why is this work relevant for PR?
Danielle Callaghan, a stage IV cancer patient, cut off her hair before starting chemotherapy. She donated it to ´Against Breast Cancer´ so they could turn a lock of her hair into a unique 1.59 carat diamond that carries a worldwide message of hope and helps raise essential funds for research against stage IV breast cancer. The world came together to increase the value of the diamond by donating. Every donation raised the value of the diamond, in the end the diamond helped raise 124,578.59 dollars for Against Breast Cancer.
Background
Breast cancer patients often cut off their hair before chemotherapy makes it fall out. This is an extremely painful moment for most patients as it makes them feel as they are losing part of themselves. Our objective was to give one patient the opportunity to help other patients by transforming pain into hope.
Describe the creative idea (20% of vote)
For cancer patients, losing their hair is a painful reality to come to terms with. So how can we transform this pain into something beautiful? By turning a lock of their hair into a unique diamond and let the world come together to make it the world’s most precious stone by donating to raise its value. A stone that will help fund live-saving research against stage IV breast cancer.
Describe the PR strategy (30% of vote)
On the first day of Pink October 2019 we shared Danielle’s story to the world to inspire people to join the fight and increase the value of her diamond by donating to make it the world’s Most Precious Stone. A stone that will help fund live-saving research.
Describe the PR execution (20% of vote)
Through a beautiful film, print ads, OOH in Milano, Roma, Singapore, Manilla, Time Square in NYC and banners we shared Danielle’s story to the world.
List the results (30% of vote)
The campaign garnered over 120 million media impressions across the globe, fundraising pack requests rose by 83%, increasing donations by 60%, making more revenue than the association has ever made during a Pink October. In the end, Danielle’s diamond helped raise 124,578.59 dollars for Against Breast Cancer, making it truly the World’s Most Precious Stone.