Breast Cancer Awareness
Pink Ribbon Germany needed our help to fight an increasing number of women dying of breast cancer.
The Challenge
Breast cancer affects one in eight women in their lifetime. Despite having no media budget at all, Pink Ribbon Germany wanted to slide into young women’s feeds and have them start checking their breasts regularly.
Our Approach
National and international celebrities, singers, bloggers and athletes shared our pictures with millions of their followers, encouraging them to quickly re-share the posts before they were censored by moderators. But as the pictures were removed, the buzz and awareness around the story was building in mainstream media.
My Role
In order to support the mechanic, I came up with a social media strategy to create buzz within in a short period of time. Creating a how-to document as a send-out for celebrities, we got a huge amount of participators aligned to join the campaign in the right moment.
Various calls with managements and artists led to an overwhelming amount of posts on Facebook, all throughout the day.
