Pink Ribbon: Women are heroes

1 woman in 9 will get breast cancer.

We count on the 8 others to support them.

What we did

Everyone knows Pink Ribbon, the universal symbol for the fight against breast cancer. youEngine has built Pink Ribbon’s campaign for International Breast Cancer month in October,  for 5th consecutive time. To get the message across we asked Belgian fashion designer Coralie Barbier (Founder of fashionbrand Mosaert and wife of singer songwriter Stromae) to develop the 2019 ribbon.

National campaign

We attracted the attention of lifestyle and news media with a press conference and by sending them the new ribbon. Key press received the press release together with a package of several ribbons. The PR campaign was accompanied by a general media campaign, of which the Pink Ribbon-newspaper was the main attraction, with 32 pages of breast cancer news and information. 350,000 copies were distributed by the national newspapers Het Nieuwsblad and Le Soir and more than 10.000 by Pink Ribbon over all breast cancer clinics in Belgium. More than 40 influencers, wearing the Pink Ribbon, posted their pictures on social media. On top of all this, the campaign was supported by the Pink Ribbon Facebook page, with its 30,000 followers. The 2019 Pink Ribbon product was sold to the public in 1,250 outlets. Our 2019 campaign was supported by 10 distribution partners, 5 Pink Ribbon main partners and 10 other partners, all recruited by youEngine.

What our client got

The enthusiasm of journalists resulted in a long list of articles in print media and on news websites. We got coverage in magazines and newspapers, print and online. We also obtained extensive reporting in the evening news. We created almost 700.000€ of PR-value for Pink Ribbon with the October campaign. Again over 55,000 Pink Ribbons were sold throughout the country. 2019 was in many ways one of the most successful Pink Ribbon campaigns ever.