| Title | 1 OUT OF 9 |
| Brand | PINK RIBBON |
| Product/Service | PINK RIBBON |
| Category |
A07. Not-for-profit / Charity / Government |
|
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Media Placement
|
MORTIERBRIGADE Brussels, BELGIUM
|
Credits
| Nicolas Gaspart |
mortierbrigade |
Copywriter |
| Fred Zouag |
mortierbrigade |
Art Director |
Why is this work relevant for PR?
In Belgium 1 in every 9 women will be diagnosed with breast cancer in their lifetime. To raise awareness on breast cancer, Pink Ribbon brought this statistic to life. 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. The result is. that you realize that the women you just read about are
Background
Belgium holds a sad world record
it’s the country with the highest rate of breast cancers
1 in 9 Belgian women will get it in their lifetimes
and even though it’s a mind-blowing number…. it still is just a number
so we collaborated with one of Belgium’s leading newspapers
and gave the cold numbers a human face…
Describe the creative idea (20% of vote)
so we collaborated with one of Belgium’s leading newspapers
and gave the cold numbers a human face…
Describe the PR strategy (30% of vote)
on a friday night
we filled the back cover of the newspaper with the faces of 23 women,…
… the exact same 23 women that were in the newspaper that day
we collected the real time data and we showed what 1 in 9 really means
“1 in 9 women will get breast cancer. In today’s news, it could be these two."
we turned the numbers into faces the straightest way possible
we made it painfully obvious how big of a problem breast cancer is.
and how close it is.
Describe the PR execution (20% of vote)
we turned the numbers into faces the straightest way possible
we made it painfully obvious how big of a problem breast cancer is.
and how close it is.
List the results (30% of vote)
visits on the website doubled, helping women how to check their breasts
and + 37% pink ribbons were sold, funding the fight against breast cancer.