BE A PINK ANGEL by Grey Two SDN BHD for Glaxosmithkline (GSK)

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BE A PINK ANGEL

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Industry Against Cancer
Media Promo & PR, Case study
Market United States
Agency Grey Two SDN BHD
Creative Group Head Phoecus Lee
Copywriter Low Pooi Yeng
Strategic Planner Joanne Kasala
Released September 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: GLAXOSMITHKLINE
Product/Service: BREAST CANCER CAMPAIGN
General Manager: Kenny Loh (GREY TWO SDN BHD)
Group Account Director: Leong Siew Yee (GREY TWO SDN BHD)
Senior Account Manager: Elicia Wee (GREY TWO SDN BHD)
Account Manager: Lukas Leong (GREY TWO SDN BHD)
Creative Group Head: Phoecus Lee (GREY TWO SDN BHD)
Copywriter: Low Pooi Yeng (GREY TWO SDN BHD)
Activation Executive: Yee Jen Sin (GREY TWO SDN BHD)
Strategic Planner: Joanne Kasala (GREY TWO SDN BHD)
Production Manager: Woo Oi Leng (GREY TWO SDN BHD)
Media placement: Press Release - The Star (Metro - Pg 49) - 10 December 2010
Media placement: Press Release - Bernama (Features) - 7 January 2011
Media placement: Press Release - Daily Express (Local - Pg14) - 14 January 2011
Media placement: Press Release - The Star (Fit For Life - Pg9) - 23 January 2011
Media placement: Press Release - Oriental Daily (Oriental Life - Pg5) - 24 January 2011
Media placement: Press Release - Utusan Malaysia (Mega - Pg7) - 26 January 2011
Media placement: Broadcast Clips - Astro Awani - 17 January 2011
Media placement: Broadcast Clips - Bernama TV - 18 January 2011
Media placement: Broadcast Clips - NTV 7 - 13 January 2011
Media placement: Broadcast Clips - RTM 2 - 2 December 2011

Summary of the Campaign
The Challenge:
Due to the rise in breast cancer cases, GlaxoSmithKline Pharmaceutical collaborated with Breast Cancer Welfare Association (BCWA) to help spread awareness on breast cancer and help those who are already suffering from the disease but cannot afford the treatment. The budget was virtually zero, and thus a need for a creative way to get attention and raise funds.

Objectives:
Generating awareness on breast cancer and raise funds given a very limited budget.

Insight:
Most people have the heart to help but they get overwhelmed by what could be required of them. They get intimidated by the bigness of what others give, versus what they can afford and are willing to give. Other breast cancer charity activities are big events such as dinners, auctions, marches, etc.

Strategy:
The "Be a Pink Angel" campaign sought to make ordinary people feel that they could make a big impact even in small ways. They were already a Pink Angel just by doing a simple and enjoyable act of kindness.

Results: The simplicity, uniqueness and charm of the campaign earned it MYR 1.8 Million (US $ 612,104) in PR value and raised MYR 40,000 (US $ 13,163) in just six weeks!

The Situation

GlaxoSmithKline Pharmaceutical and the Breast Cancer Welfare Association (BCWA) collaborated to improve women’s health by providing greater access to information, treatment, and support to breast cancer patients and by reaching out to women to educate them on breast cancer. Cases of breast cancer were on a steep rise and there was a strong need to get everyone’s attention to promote early detection and help those who were already suffering.

There was a very limited budget for the campaign and thus a need for an idea that excited people enough to help and interested media enough to cover.

The Goal
Make the fight against breast cancer the crusade of every individual NOT just middle-aged women who can afford to give a lot in terms of time and money. The goal was to make people realize that breast cancer was closer to home than most people think. It is the most common cancer in women amongst all races from the age of 20 years.

With a limited budget there were no specific numbers set. The big goal was to create maximum impact and awareness and any amount raised would be of help to the cause.

The Strategy
Make it fun and simple for people to help and give them the instant recognition for it.

"Be a Pink Angel" was a way of making people feel that it was possible to make a big difference in small ways. Everyone wants to feel that they are an angel to others, that they can make an impact, that they have a gift to offer. The campaign was a way of encouraging and affirming to people that "yes that little thing you’re about to do already makes you an angel to the people who need it most." This affirmation and encouragement made them feel great, inspired and empowered to help.

As a result, the campaign attracted people of all ages, classes and gender and easily caught the attention of media because of its simple but charming approach.

Execution
Guerilla Teaser - Looking for Pink Angels:
A team went around with placards saying "Looking for Pink Angels" and "Wanted: Pink Angels" - this was recorded and spread as a viral video

Pink Doughnuts Sale:
For every pink doughnut combo sold at J.CO Donuts & Coffee MYR 2 was donated

Pink Angel Kite Sale:
Pink kites in the shape of angels were sold for 10 MYR each

Pink Feathers Outdoor Ambient:
Pink feathers with a clipped message were left on car windshields directing to the Facebook page

Post a Pink Photo Online:
People were invited to post a pink photo of people or items and tag them as "Be a Pink Angel" to direct viewers to the Facebook page

Be A Pink Angel Facebook Page:
A Facebook page created for sharing information

Finale Event - Kite Flying:
Pink angel kites filled the sky in the park to show support and encouragement to breast cancer patients.

Documented Results
For a campaign that ran merely six weeks, the results were more than what GlaxoSmithKline and BCWA expected. They barely spent anything and almost every component of the campaign was through the contribution of supporters.

Objective 1: Raise Public Awareness on Breast Cancer

• Total PR Value: MYR 1.86 Million (US $ 612,104); ROI = 47%
• Total Facebook Fans: 849
• Total photos uploaded for Show Yourself Pink Angel: 3,871

Objective 2: Raise funds for helping needy breast cancer patients and spreading education on breast cancer

• Total funds raised from selling Pink Angel kites and doughnuts: MYR 40,000 (US $ 13,163)
o The 10,000 pink angel kites sold to the public were printed by suppliers for free
o J.CO. supplied doughnuts and drinks at the media launch and finale events for free.