WHAT WE DID
The pink ribbon has become an international symbol in the fight against breast cancer. youEngine has managed the design process of the 10th Pink Ribbon and has run the clients ‘Stronger Together’-campaign during International Breast Cancer Awareness Month, October. The new ribbon has been created by (former) breast cancer patients and people in their immediate environment. They were asked “to testify how a healthcare provider had made a big difference to them during the treatment and to design how they felt about the special care they had received?” In this way, Pink Ribbon has dedicated its ribbon 2024 to caretakers. In total we’ve received 25 drawings and touching stories. In the final round 4 designers were selected, who have created together the 10th Pink Ribbon, in close collaboration with CKS, Belgian fashion brand and Pink Ribbon-partner.
NATIONAL CAMPAIGN
We’ve attracted the attention of several lifestyle and news media with a press conference and a partner event, held in Brussels at the VBO/FEB-offices. During the press conference, several Belgian media were able to interact with the designers of the ribbon and they shared their emotional stories with the outside world.
At the partner event, one hour later, all important Pink Ribbon stakeholders were featured, among those were Gilead Sciences, Medi-Market, Multipharma, CKS, The Estée Lauder Companies, Carrefour and the National Lottery.
WHAT OUR CLIENT GOT
The enthusiasm of journalists resulted in a long list of articles in the print media and on news websites. We’ve got coverage in magazines and newspapers, print and online. The amount of Pink Ribbon that were sold throughout the country went up to 45,000, donating € 125,000 to the good cause.
In addition to the new ribbon a matching clothing collection had been developed by Pink Ribbon’s partner CKS with the call “Stronger Together” as underlying message. The offer to customers included two sweaters, socks and a scarf, each with unique details referring to the drawings and deeper meaning of the Pink Ribbon 2024. CKS donated 15 % of the consumer sales from this exclusive collection to Pink Ribbon vzw.
