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“For the Love of Life” is a campaign that has been fighting breast cancer for 15 years. In 2015 the campaign reached its top in terms of engaging the audience as the campaign brought back the most emotional event – Avon Walk against Breast Cancer. After this climax of the 2015 campaign and donation of 50 000 EUR, the engaging rates dropped drastically as many of the customers and supporters of the cause believed they had fulfilled their moral duties.
The campaign in 2016 was meeting the very difficult task to educate the target group that the problem had not been solved and the victims of the disease still needed help.
1st phase: Believe – in your power to help and change a life. We wanted to show society why their support was so important for the victims. So we met them directly with breast cancer survivors and with women fighting the disease.
2nd phase: Inspire – in the situation of hundreds of CSR causes the society finds it difficult to choose which one is worthy of their help. So we inspired the target audience with the help of loyal partners – celebrities that had been supporting us for many years and some new faces that had the energy to make a difference.
3rd phase: Engage – make them want to be part of the campaign, to feel part of something bigger. We did that by uniting all activities around one engaging gesture – a hug. It symbolized the support, women diagnosed with breast cancer need. We challenged everybody to become part of the biggest hug in Bulgaria and we used offline and online channels to do that.
4th phase: Spread the love – we wanted to inspire people to include their friends. So, we gave them a special local philanthropy product – a scarf that symbolizes the hugging gesture. By buying such a present everybody could engage the receiver with the cause and thus, create an unbreakable chain of breast cancer fighters. The local product was the main hero on the CSR biggest event for the year – The Walk against Breast Cancer.
In the heart of “For the Love of Life” was the hugging gesture that symbolizes the help breast cancer victims need. The message “Hug me for the love of life” was spread through both digital and traditional channels. It even inspired a new local product created for Bulgarian market – a scarf. As a symbol of the support it was one of the main points in all of the communication.
Even though breast cancer only affects women, their male partners and relatives also support them through their fight with the disease. This is why we decided to give the men’s point of view and show the entire society what support means. We chose 3 popular Bulgarian male artists and made them ambassadors. To show how little is needed for the victims to feel our support, we filmed an inspiring video with them. We initiated a hugging contest among them, looking for the answer of “Who would hug the highest number of women?” The video itself was very entertaining and joyful but sent the strong message that winning does not matter and all women need our support. As the ambassadors were very popular they gave the campaign the needed push and attracted new supporters of the cause.
More than 20 beauty bloggers believed in the campaign and created strong content that influenced many of their readers. We gave them the scarf and asked them to help us promote it among consumers. What they did was a wave of fashion advices in Facebook, Instagram and blogs that positioned the scarf not only as trendy, but as a meaningful product that every woman needs in her wardrobe.
After we had already inspired our audience and made it believe in the cause, we asked the whole society to show their support and engage further by participating in the biggest hug in Bulgaria and executed it on two different levels. We developed an interactive landing page where supporters could upload their photos with beloved ones and thus participate in the biggest online hug. Every photo was branded with the symbol of breast cancer fighters – the pink ribbon. All visitors could share the photo with the hashtag of the campaign in order to spread the message.
The next step was to make it more personal and meet the supporters with each other and with the victims they are helping. We invited them to the biggest CSR event – Avon Walk against Breast Cancer. We transformed it into the biggest hug – something that symbolized how unity could change everything. The biggest hug was the climax of the campaign and was supported by the most popular celebrities in Bulgaria, media partners, influencers and Avon Reps.
The campaign in 2016 resulted in raising 45 000 EUR
Over 1500 people attended the Walk
45 media partners
515 free airings of the invitation for the Walk in TV and radio
The message was broadcasted 20,5 million times
45% increase in the media coverage – 348 pieces of free media coverage with an average of 138 000 EUR
17 news reports on TV
15 participations in radio
37 print publications
201 in online media
63 in social media