PROMISES CAMPAIGN by Starcom Bucharest for Avon

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PROMISES CAMPAIGN

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Industry Cosmetics & beauty products, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Romania
Agency Starcom Bucharest
Released September 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: AVON COSMETICS
Product/Service: BREAST HEALTH CAMPAIGN
Date of First Appearance: Sep 15 2010
Entrant Company: STARCOM MEDIAVEST GROUP, Bucharest , ROMANIA
PR and Advertising Manager: Stela Toderascu (Avon Cosmetics Romania)
Corporate Social Responsibility Coordinator: Mihaela Nita (Avon Cosmetics Romania)
Activation Specialist: Mihaela Mihai (Starcom)
Creative Planner: Bogdan Pustea (Starcom)
Digital Specialist: Silviu Toma (Starcom)
Communication Manager: Raluca Barsan (Starcom)
Innovation Director: Corina Bernschutz (Starcom)
Media placement: On Line - 6,200,000 Views - Facebook, Yahoo Messenger, Women Sites - 15 September 2010
Media placement: TV - 134 Spots - Realitatea TV - 17 September 2010
Media placement: Print - 30 Ads - Women Magazines - 20 September 2010
Media placement: OOH - 55 Faces+5 Promise Places - OOH - 20 September 2010

Insights, Strategy & the Idea
Breast Cancer is a disease that plagues women worldwide. In Romania, there have been 6500 new breast cancer cases—85% diagnosed in the advanced stages of the disease.
The AVON Breast Health campaign aimed to make women more conscious and active with regular breast exams. Why? Breast cancer can be asymptomatic until its advanced stages; however, if detected early, the survival rate is high.
To gauge the thoughts of Romanian women on breast cancer, we conducted an online poll. Most women approached breast cancer with an ‘it won’t happy to me” attitude or refused to go to the doctor if they were feeling fine.
It was time to shine a light on breast cancer and make women realize the dangers of avoiding annual checks. So we challenged women to voice a public PROMISE to undergo regular breast exams. Our strategy focused on real women declaring real promises—THE PROMISE FOR LIFE.

Creative Execution
With our campaign idea and message, “Promising means TO DO. PROMISE to go to the doctor now” directing the strategy, we crafted “Promises Places” on the street and on the website www.stopcancerlasan.ro, where women recorded their promises via webcam and then uploaded it to the site.
To tap into the vast Facebook network, we created an application that enabled users to make their promises on the social media site and encourage friends to do so as well. Once their promise went public, each user’s photo was uploaded to “Promises Gallery” on the website.
Real stories inspire real actions, so we invited six women who survived breast cancer to share their experiences and state their promises on live TV.
All of our platforms drew strength from female-to-female encouragement. We used this women power notion to drive our online, TV, OOH, radio and print initiatives--all avenues where women could voice their promise.

Results and Effectiveness
Awareness for regular breast exams rose from 56% to 75% at the conclusion of the campaign. 15,000 women accessed the Promise application on Facebook encouraging others to get involved.
The campaign website reached over 400,000 unique visitors in less than two months. 2,500 women made their promise directly on the website and 500 women stated their pledge via webcam.

We reached over 2.5 million women through our actions and garnered 1,000 female participants for the Promise March to support regular breast exams.

While the results speak volumes, our accomplishment was ensuring that women were committed to regular breast exams and to LIFE.