„For one in eight every day”
If you were just diagnosed with breast cancer, what would you do? Would you need support only in October – National Breast Cancer awareness month, or would you need it TODAY? Every day? Women, diagnosed with breast cancer need our support every day.
For the Bulgarian Foundation “One in 8”, who support women with breast cancer every day, it was highly important to convey that message to an extremely broad audience in order to receive funding themselves.
And so we did – we spread that message in a multi-element campaign, meeting all our communication objectives. We inspired and engaged 20 of the most beloved celebrities to support the cause free of charge. All of them donated a personal item of immense sentimental value, auctioned off at a special charity event. Gaining the free of charge support of 24 media partners including the biggest Bulgarian media outlets, national TV and radio, we spread the news to broad audiences, engaging them to be a part of the solution. Not for the charity auction only.
Nor for the campaign itself. But every day.