Sanoma Publishers Promo, Case study TOGETHER WE'RE STRONGER by Grey Amsterdam

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Netherlands
Agency Grey Amsterdam
Executive Creative Director Colin Lamberton, Seyoan Vela
Art Director Phoebe Dawson
Copywriter Pieter Van Den Heuvel
Photographer Han Lans
Account Supervisor Hazelle Klonhammer
Released August 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Aug 1 2010
Entry URL:
Executive Creative Director: Colin Lamberton (GREY)
Executive Creative Director: Seyoan Vela (GREY)
Copywriter: Pieter van den Heuvel (GREY)
Art Director: Phoebe Dawson (GREY)
Digital Director: Oscar Osmoarp (GREY)
Digital Producer: Tim Sajdak (GREY)
Account Manager: Catherine Dijkstra (GREY)
Account Supervisor: Hazelle Klonhammer (GREY)
Planner: Christiane Anell (GREY)
Digital Director: Michael Wesseling (I-COMPANY)
Photographer: Han Lans
Retoucher: Maarten Wouters
Media placement: Digital - Internet - August 1st, 2010
Media placement: Print - MarieClaire, Metro - October 1st, 2010
Media placement: Outdoor - Bus shelters - October 1st, 2010

Insights, Strategy & the Idea
PINK RIBBON MAGAZINE is an annual magazine that donates 100% of its profit to the breast cancer foundation Pink Ribbon. Since this year’s theme of the magazine was ‘Inspiration’ that was exactly what the client expected the campaign to do: Inspire women.

The target audience consisted of all women in the Netherlands between the ages of 8 to 80.

The insight was that messages that came from women affected by breast cancer would be far more inspiring than anything a copywriter could ever write. So we came up with the idea to allow these women to write messages of hope to share with other women suffering.

Giving breast cancer affected women a platform to share their experiences and lessons from dealing with the disease will empower all women and unite them in the fight against breast cancer.

Creative Execution

Through a specially developed online widget we invited women to write inspiring messages to women struggling with breast cancer.

After receiving hundreds of inspiring lines, poems and stories we selected the strongest and most touching ones to use as headlines in our print, online and outdoor campaign. Other inspiring lines were used on the campaign website where women could create their own campaign poster and place it on their Facebook page to help spread the message. This way we created a unique user-generated campaign.

Results and Effectiveness
In a decreasing magazine market we managed to sell an amazing amount of 107,305 PINK RIBBON MAGAZINEs. With advertising sales the revenue generated for the PINK RIBBON foundation for breast cancer research approached nearly 1,000,000 euros.