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Integrated Campaign: Broadcast, Web, Video, Print, Social, OOH, Display
Help America’s #1 breast cancer charity rebuild its reputation and regain trust after a spate of bad publicity.
A rebrand that took a hard look at the pink ribbon—long held sacred by the breast cancer community—and took the bold step
of acknowledging its problems and committing to doing more: “More Than Pink.”
In addition to huge leaps in brand perception and donation and volunteer intent, dozens of high-value corporate
donors who had cut ties with the organization returned to the fold.
Creative Direction; Creative Strategy; Scripting; On-Set Art Direction