ABOUT

CONCEPT. Every year about 70.000 women are diagnosed with breast cancer in Germany.
Every woman – unhindered by difficulties due to language or cultural backgrounds – should be aware that early detection can save lives and offers more success in treatments.

EXECUTION. Pink Ribbon Germany intended a nationwide awareness campaign reaching out to women with diverse migration backgrounds and language barriers. Additionally Pink Ribbon wanted to offer their new multilingual breastcare app – a free educational app that comes in seven languages to help overcome linguistic obstacles in the fight against breast cancer.
Therefore buildings from the country of origin of the women with migration backgrounds were shown in a different perspective to look like shape of breasts.

RESULTS. High awareness within different language target groups.
Increasing traffic on the campaign website by 418% and app downloads by 70% which led to an increase in social media and press coverage.
This raised an overall awareness for breast cancer among women in Germany – regardless of language barriers and cultural backgrounds.