Winner
My Shade of Pink
Summary of work
Breast cancer is the most commonly occurring cancer in women and is the second leading cause of death globally.
But, contrary to common belief, breast cancer is not just one disease; there are many different types that can impact patients in a myriad of ways and Roche wanted to highlight this.
Created in partnership with the breast cancer community, our content rich, social-led campaign brought significant new meaning to a colour long associated with the disease and placed patients and their stories at its core. Women across the world responded to our call, and the campaign resulted in 877k video views and 425k social engagements.
Judges’ comments
My Shade of Pink is an incredibly thoughtful and insightful campaign that took the time to get to the emotions of each different woman living with breast cancer. It was able to touch on each woman’s journey, reflecting the different targeted therapies for the disease. It told a brilliantly colourful story with just shades of pink.
