Case study

Breast Cancer Awareness
Breast Cancer Awareness

For more than 20 years Avon has supported breast cancer awareness charities globally through prevention, education and fundraising.

Red has supported multiple global and UK head-turning campaigns including:

  • Penned an open letter to social media giant Instagram, challenging it to join forces with Avon and lift its ‘nipple ban’ for Breast Cancer Awareness month to trigger conversations around breast health
  • Created the first ever online Breast Check-Out with self-check guidance at point of purchase
  • Hosted virtual check and chat event with Dr Frankie Jackson Spence and CoppaFeel
  • Supported fundraising efforts through product PR for boob clutch bags and more

You Look.

Though Instagram did not agree to change their policy, the bold brand action achieved 20 million editorial OTS and over 7 million social impressions. Coverage included 15 national hits.

You Care.

Broadcast coverage on ITV’s Lorraine directly resulted in a significant spike in sales (which included donations to Breast Cancer charities). Social sentiment was 100% positive.

  • FINALIST - ESG Awards 2022 - Best ESG Campaign or Case Study to Improve Health and Wellbeing
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