Campagna di grande effetto (ed efficacia) di Avon per ricordare che 1 donna su 8 si ammala di tumore al seno… Un modo sicuro per costringere le passanti rumene a ricordarsene? Collocare nei locali pubblici, ogni 8 sedie, 1 sedia rosa con su il messaggio schock. Argento a Cannes 2007 nella categoria Media.
Type Of Entry: Product and Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: 1 IN 8 WOMEN
Advertiser/Client: AVON COSMETICS ROMANIA
Product/Service: BREAST CANCER AWARENESS
Entrant Company, City: STARCOM MEDIA, Bucharest
Country: ROMANIA
Media/Advertising Agency, City: STARCOM MEDIA, Bucharest
Country: ROMANIA
Innovative Media Strategy:
One in eight women will get breast cancer. As a statistic on a page, it is one that women can too often ignore. We needed to make it real. We found that the softly, softly approach hadn’t worked. Even Avon Romania hadn’t been promoting breast cancer awareness successfully, with previous campaigns we failed to shake women’s view that “It won’t happen to me”. We shook that view. Everywhere that women went, we bought up every eighth chair, turned it bright pink and forced women to see the danger and to consider the likelihood of them suffering from the disease.
Creative Execution:
