Pink Ribbon

1 out of 7 women will get breast cancer. Pink Ribbon is a charitable organization for the women who have or have had breast cancer: the foundation finances scientific research in the fields of treatment, aftercare and the long-term effects of breast cancer, with the aim of providing the right treatment, optimal guidance and a good life for every cancer patient. In close collaboration with Pink Ribbon & The Odd Shop we developed a new broadly used audio branding for them based on a brand track. The main goal was to raise money for the NGO with the new bracelets, as well as appeal to younger audiences.

For the track we teamed up with artist and singer instagram/ambergomaa and songwriter instagram/ricodean.wav to create the new Pink Ribbon October Breast Cancer anthem: 'Lifeline'. The song is the soundtrack for the TVC, online advertisements and radio campaigns and is led by the voice-over recording of Pink Ribbon ambassador instagram/qtrustfull. For this campaign, we worked closely together with instagram/maudvanoossanen and instagram/evelienvdwerf - two of the leading ladies in the TVC and both breast cancer victims. Their stories where so strong and touching, that we where inspired to create more concepts related to the promotion of the track. Therefore we've produced a music video and podcast as well. Together with Caroline Westendorp, ADA/Warner & Pink Ribbon we initiated a big promotion offense to reach as many people as possible. Transferring strength & power to all women in need.

Client: instagram/pink_ribbon_nl Agency: instagram/oddshopamsterdam Co-writers: instagram/ambergomaa & instagram/ricodean.wav Copy, promotion & marketing strategy: instagram/carolinewestendorp Mastering: Darcy Proper Visual: instagram/woodworkamsterdam, instagram/alexcomansn, instagram/caskerssens, instagram/rxchyang Partners in crime: instagram/woodworkamsterdam