Roche
Project: My Shade of Pink
A colourful approach to highlighting breast cancer individualism
For years, breast cancer has been represented by one shade of pink. But there are many types of breast cancer that impact very differently. Roche wanted to highlight the importance of tailored treatment plans so we tailored individual shades of pink.
01The Context
Breast cancer is not just one disease, there are many types that impact very differently. Roche wanted to highlight this and the importance of tailored treatment plans.
02The Move
For years, breast cancer has been represented by one shade of pink. Roche wanted discussion about the broad range of breast cancers, we created new shades of pink.
03The Action
With colour artist, Caroline de Lannoy, we listened to the powerful stories of three women with breast cancer and uncovered their personal shades of pink.
04The Impact
Activated in eight markets, the #MyShadeOfPink hero film, released during Breast Cancer Awareness Month, drew 877k views and 425k engagements.
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