| Title | LET'S PINK |
| Brand | HINDUSTAN UNILEVER |
| Product / Service | POND'S |
| Category | C01. Integrated Media Campaign |
| Entrant | MINDSHARE Mumbai, INDIA |
| Entrant Company: | MINDSHARE Mumbai, INDIA |
| Media Agency: | MINDSHARE Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Sonal Jadhav | Mindshare | Category Head |
| Chaitanya Bivalkar | Mindshare | Group Head |
| Reenav Modi | Mindshare | Manager - Planning |
In a short span of 7 days, across 5 cities where this communication was deployed, Pond’s touch-based with 20.34 lac women who were now more aware about Breast Cancer. 6670 women downloaded the self-test video 3289 tests were conducted at the partnered hospitals We managed to save 66 lives as they were detected with the breast cancer at early stage. They are currently undergoing a treatment for the disease & would go forward to lead a healthy life.
Print has a higher reach amongst males and considered as a serious medium with an authentic content. So it was important to partner with a leading and most trusted publication with a 360 degree approach to the Initiative. Hence we partnered with “The Times of India Group” to educate the audience about the nuances of Breast Cancer. But only awareness was not enough, we wanted her to go and get herself checked for breast cancer. So we tied up with Abbott healthcare that helped us to set us free preliminary breast checkup camps in 5 cities. We pushed all the husbands to take their loving wives for free preliminary breast checkup through brand communication and editorial support, Radio Mirchi’s station RJ’s became the voice of the campaign. This was further supported by augmented reality on Pond’s Facebook page and TOI websites.
‘Pond’s’ – Positioned as a brand which makes women beautiful since its inception. Pond’s wanted to establish the fact that “We care for you when it matters the most” thus it decided to take up the Social Cause of “Breast Cancer”. In this fast moving business world where women are equally contributing to organizational growth leaves her with no time for her personal care. So the media route we explored was to talk to her through her loved ones – “Husbands”. The Insight - Women hesitate to go for Breast Check-ups due to:- Test will be very painful Afraid of the result Fears a relationship breakdown Afraid of losing the family Lack of motivation. This initiative enable Pond’s to connect with the consumers emotionally and gave husbands a chance to express his LOVE for his wife.