We see a message from women to women in the fight against breast cancer. They put themselves up against this disease which leads to the inspiring conclusion: Together we can and will beat breast cancer.

Through a specially developed online widget we invited women to write inspiring messages to women struggling with breast cancer.

After receiving hundreds of inspiring lines, poems and stories we selected the strongest and most touching ones to use as headlines in our print, online and outdoor campaign. Other inspiring lines were used on the campaign website where women could create their own campaign poster and place it on their Facebook page to help spread the message. This way we created a unique user-generated campaign.

In a decreasing magazine market we managed to sell an amazing amount of 107,305 PINK RIBBON MAGAZINEs. With advertising sales the revenue generated for the PINK RIBBON foundation for breast cancer research approached nearly 1,000,000 euros.