THE WORLD'S MOST PRECIOUS STONE

Short List
TitleTHE WORLD'S MOST PRECIOUS STONE
BrandAGAINST BREAST CANCER
Category B03. Fundraising & Advocacy
Product/ServiceAGAINST BREAST CANCER
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Production QUAD STORIES Paris, FRANCE
Production 2 SIZZER AMSTERDAM, THE NETHERLANDS
Post Production FIX STUDIO Paris, FRANCE
Credits
Name Company Position
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.