Irish Cancer Society

Breast Cancer Awareness Month: Reanimating the pink ribbon.

Over the years, a variety of colours have been applied to various cancer awareness campaigns. Pink was the original one and it represents breast caner awareness. Our task was to create an integrated campaign and we created a new branding device utilising the campaign ribbon to create the “I” in “I’m” to celebrate the many individual voluntary contributions. Thus giving renewed meaning to the colour, the ribbon, and an entire month of fundraising activities.

The ribbon became, instead of just one of what was now a range of branded items people bought to donate, the glue that held the whole campaign together. That, and the powerful, gleeful, exuberant use of pink. The result was fresh, vibrant, loud and, most of all, inclusive.

The ribbon device served to integrate every aspect of the campaign, including elements produced by external partners, into a cohesive, multi-media, whole. Crucially, this beautifully simple, single minded creative idea resulted in a cohesion that over-delivered against its original fundraising objective.