And Again | Shock = Awareness

21 Nov

After the UnHate Campaign from Benetton, that I posted last week, I bring you a new one from a fundraising event, also created to shock!

As I told you before, Benetton did a pretty good job by using shocking photos that became viral. Every marketer knows that if a brand wants fast awareness, it needs some great idea that will call people’s attention instantly.

Following this suggestion, Rethink Breast Cancer, hoping to advertise their fundraising event – Boobyball (catchy name, by the way…), came up with this:

“Rethink Breast Cancer and their fundraising event, Boobyball needed some serious attention for a budget of about zero. To help get that attention, we used a fitting medium that has never been used before for advertising: women’s breasts. Included in this group of models with headlines on them about the cause are actual breast cancer survivors. People need to talk about breast cancer and this was a way to fuel that conversation. The stunt was on every major news station in Toronto, and in all of the major newspapers. It’s exploding on facebook and twitter as well-in part because of Howie Mandel who was simply walking by. He promptly tweeted the idea to 300,000 people.” CP+B, Toronto – ad agency

What do you think? Like or Dislike?

One Response to “And Again | Shock = Awareness”

  1. Joan Swantko November 28, 2011 at 10:22 pm #

    very good publish, i definitely love this web site, carry on it

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