Cannes Lions

BREAST CANCER AWARENESS

STARCOM MEDIAVEST GROUP, Bucharest / AVON / 2010

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Overview

Entries

Credits

Overview

Execution

On a constrained budget, with just a six-week time window, we had to use a wide variety of media to make women to experience our message with necessary impact.We put stickers showing our “beauty checklist” (icons for lipstick, mascara, perfume, breast cancer awareness) on mirrors in public restrooms. Where there was no mirror, we put one up, for example on train station platforms and in buses and trams.Online, we seeded a video showing a woman going through her beauty routine, and invited people to chat about what they do in front of the mirror. We distributed an email from fashion magazine editors with their thoughts.In magazines, we inserted a “sample” of a product for maintaining beautiful breasts (actually it was a handwritten note encouraging self-examination).And we sponsored a short film competition with the Kinofest digital movie festival, asking filmmakers to create an Avon Movie for Life.

Outcome

We generated lot of WOM among magazines readers; women were very surprised while taking the entire execution very seriously. The impact was effective – they read the entire handwritten message.

Word of mouth was very powerful, and our campaign team noticed women spending more time in front of mirrors around Romania and talking about their health with friends.

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