Pink Fund

CLIENT NAME: PINK FUND

Real help for the other part of the fight

THE ASK:

Pink Fund was being overlooked in the highly saturated breast cancer cause-marketing space, with the lion’s share of corporate sponsorships and individual donations going to more well-known cancer not-for-profits. Yet Pink Fund was championing another very important, very real part of the breast cancer fight: financial toxicity. 

  A study by the University of Michigan found that women will often forgo treatment if they cannot afford to provide for their family or pay for other necessities – mortgage, auto, utilities. Our job was to help open the aperture on this important issue and inspire corporate and individual donors. We wanted to make sure women got “Real Help for the Other Part of the Fight.”  

More funds raised vs. any year

30% increase in new grants

62% increase in fundraisers

Purpose-led campaign of the year – Ad Age

BRANDING

Davey playing in Goliath’s sandbox

The breast cancer space has hefty competition spending hefty dollars. For Pink Fund, it was critical to have an impactful, cohesive look, feel and tone to maximize a smaller budget. We created a consistent brand language and tone of voice that changed the narrative in the crowded breast cancer awareness space — bringing attention to the other part of the fight. The objective was to give them the components they needed to position themselves as a national player in order to scale the brand and increase support. 

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The logo: redesigned to be remembered
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Characters with character add visual interest and help create a personality
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Imagery: It’s all about stopping power

LAUNCH

We came out fighting

The rebrand permeated every corner of their communications platform, from online video, digital and social to direct mail, outdoor and business cards. We refused to be ignored and carved out a space for ourselves. Based on the stats above, mission accomplished. 

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We made it hard not to pull out your wallet
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Online that’s in line with the brand
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Real choices, real memorable 
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Fishing where the fish are–C-Suite corporate donors like to travel!

CAMPAIGN

Breast Cancer UnAwareness Month 

We turned Breast Cancer Awareness Month upside down by renaming it Breast Cancer UnAwareness Month – to bring attention to the financial burden of the disease. We even turned the symbolic pink ribbon upside down to drive conversations.

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A special month deserves a special landing page
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Laying out the breadcrumbs before launch
Literally flipping the conversation

CAMPAIGN

Eyes up here

Directing one’s attention away from womens’ breasts, to focus on the more important issue at hand, is what got many eyeballs staring at Pink Fund. It featured Pink Fund beneficiaries who volunteered to be part of the campaign.

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JUST BECAUSE IT’S A POWERFUL, STATIC IMAGE, DOESN’T MEAN IT CAN’T BE A POWERFUL VIDEO, TOO
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Eyes down on your laptop
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Real patients command real attention when scrolling
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Eyes up on the People Mover

awards

Ad Age
Purpose-led Campaign of the Year

D Show
Best of Category, Low-Budget Integrated Campaign

D Show,
Best of Moving Picture-Non-Broadcast :60+

D Show
Best Low-Budget Campaign

D Show
Best Low-Budget TV, Video, Motion Picture