Pink Ribbon, a charity organisation aimed to create a global community to support breast cancer patients has teamed up with DDB Düsseldorf to launch a shower gel and body lotion that helps women examine their breasts at home. The products show the movements of self-examination for breast cancer, incorporating them into a daily routine to increase early detection rates and save lives.
Pink Ribbon Germany and DDB Düsseldorf developed the product line and MediaMonks created the digital platform
for this initiative which is titled 'Care while you care'. This serves as a hub for educational content such as explanatory videos and additional information about breast cancer.
The fully recyclable bottles contain step-by-step instructions, illustrating and motivating women the world over to start scanning in the shower.
Christina Kempkes, head of communication, Pink Ribbon Germany, said, "We are delighted with the creative idea and the renewed cooperation with DDB. It's simply brilliant to put the tips for self-touching through the Pink Ribbon Care While You Care products right in the middle of everyday life. Everything we do is about breaking down fears and constantly giving impulses to deal with our own health. We are convinced that this campaign will help our work to raise awareness and knowledge about breast cancer".
Kristine Holzhausen, executive creative director, DDB Dusseldorf, added, "It's a great opportunity if you can develop a new product together with the customer that creates awareness for an important issue, away from classical communication. A wonderful opportunity to bring the topic of breast cancer prevention into German bathrooms and to make it part of the daily body care routine — so simple and therefore so powerful".
Jeff Baker, executive producer, MediaMonks, added, “It's not too often you get to work on a project that will help to save lives. Breast cancer affects too many women globally, so we wanted to ensure this incredibly innovative product line had a comparable digital equal. The site will hopefully sell these products in the near future, but for now, it’s all about raising the public’s awareness of self-checking. Finally, working on this with our friends at DDB has been yet another amazing collaboration.”
Client: Pink Ribbon Germany
Head of communications Pink Ribbon Germany: Christina Kempkes
Agency: DDB Düsseldorf
CCO DDB Grouop Germany: Dennis May
ECD: Kristine Holzhausen
Senior art director: Dominika Zajac
Senior copywriter: Jeannette Bohné
Group account director: Linda Koenen
Senior acocunt manager: Nina Bals
Senior producer: Benedikt Görts
Social media manager: Luisa Wahlefeld
Digital production partner: MediaMonks