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My Shade of Pink

by Weber Shandwick for Roche

Summary of work

My Shade of Pink

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.

Highly commended

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Category Sponsors

Catherine Devaney, WE Communications – Communiqué Awards Judge

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

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