2013 Winners & Shortlists

The Brief

The objective of the campaign was to increase awareness of the importance of early breast cancer screening - specifically for young women.

Describe how the promotion developed from concept to implementation

We discovered that women were not listening to traditional breast awareness campaigns, so we targeted her loved ones instead. Because if a loved one asked a woman to get screened, she is more likely to actually go. We created rings to symbolize a commitment between two people - one promises to get screened, the other to support her. By distributing the rings specifically to our target audience, we increased awareness of the issue. We strategically targeted several touchpoints where we distributed the rings, and also used PR and DM's to increase media coverage.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over the course of our campaign, we garnered over 98,000 promises. Our campaign also spread to more and more locations, with stores and organizations requesting the rings to give to their customers. Through our PR campaign and DM's, the rings were featured in a fashion editorial, promoted by a regionally famous singer and written about on several lifestyle and health blogs and websites. P&G strengthened its reputation as a supporter of women, their families and the issues that matter to them.

Explain why the method of promotion was most relevant to the product or service

Rings symbolize a commitment between two people. Our rings were a powerful symbol of support for a woman's journey from screening to treatment (if necessary). But we wanted more than just awareness. By targeting a woman's loved ones, and asking them to support her, we were able to speak to women through a voice they already know and trust. Our message of screening and early detection became much more powerful.