Every 19 seconds someone in the world is diagnosed with breast cancer. In the United States, one in eight women will be diagnosed with breast cancer in their lifetime and today there are over 2.9 million breast cancer survivors. It is impossible to not know someone who has been impacted by this disease. Every October brands painted the town pink an effort to raise awareness, support, and funding for breast cancer awareness. We recognized that while buying a pink product, such as pink lemonade on a Delta flight is important, we wanted to create a meaningful opportunity for others to share their story and create content. Project Pink has been a hit on participant’s social media and shares their support for those who are diagnosed, impacted by, or who have been lost to breast cancer.
Paper Napkin Marketing created Project Pink. The campaign invited members of the community to throw on their favorite pink accessories, bring props and have their photo taken at the Project Pink experience. After the photo shoot the participants, their family, friends, and members of the community were invited to the Project Pink Premiere which celebrated the photos, honored those who have been impacted and lost to breast cancer. The powerful photo shoot, behind-the-scenes video which was shared on social media, and premiere creates a bond between community members and made for an emotional experience. It paid tribute to the strong and brave women who are diagnosed and those who love and support them.
Paper Napkin Marketing provided the following marketing services:
Created the Project Pink concept.
Designed the branding which included the logo, stationery, business cards, email signatures.
Designed marketing collateral including the promotional photo shoot and video, a catalog, and social media assets that were used to sell the campaign to dental practices, small businesses, colleges, and universities.
Developed and executed Project Pink photo shoots and premieres at dental practices, colleges, and universities.. Each production included developing contracts and riders, coordinating volunteers, securing a location and equipment, registering participants, a photo shoot, and then providing the location with a Project Pink Premiere planning kit.
Delivered a fully responsive website that Project Pink and the team shared comprising of past Project Pink campaigns including easy ways to share content on social media, and created an opportunity for Project Pink sponsors to request their own experience.