MediaMonks creates digital platform Pink Ribbon
Pink Ribbon Germany teamed up with DDB Düsseldorf and MediaMonks to develop Pink ribbon care while you care, the first body care brand — consisting of a shower gel and body lotion — that helps women examine their breasts at home. The products show the movements of self-examination for breast cancer, incorporating them into a daily routine to increase early detection rates and save lives.
Breast cancer is one of the most common diseases among women in western countries. Early detection greatly increases the chances of recovery, making regular self-scanning — and knowing what signs to look for — incredibly important. To raise awareness and lower the threshold to regular scanning, Pink Ribbon Germany and DDB Düsseldorf developed a unique product line where MediaMonks created the digital platform.
The product line consists of a shower gel and body lotion that come in strategically designed packaging, made from natural ingredients. The fully recyclable bottles contain step-by-step instructions, illustrating and motivating women the world over to start scanning in the shower. In an unprecedented move, the innovative product line was developed by creative agency DDB Dusseldorf instead of a traditional FMCG product developer.
Christina Kempkes, Head of Communication, Pink Ribbon Germany: “We are delighted with the creative idea and the renewed cooperation with DDB. It's simply brilliant to put the tips for self-touching through the PINK RIBBON CARE WHILE YOU CARE products right in the middle of everyday life. Everything we do is about breaking down fears and constantly giving impulses to deal with our own health. We are convinced that this campaign will help our work to raise awareness and knowledge about breast cancer.”
Kristine Holzhausen, Executive Creative Director, DDB Dusseldorf: “It's a great opportunity if you can develop a new product together with the customer that creates awareness for an important issue, away from classical communication. A wonderful opportunity to bring the topic of breast cancer prevention into German bathrooms and to make it part of the daily body care routine — so simple and therefore so powerful.”
Jeff Baker, Executive Producer at MediaMonks: “It's not too often you get to work on a project that will help to save lives. Breast cancer affects too many women globally, so we wanted to ensure this incredibly innovative product line had a comparable digital equal. The site will hopefully sell these products in the near future, but for now, it’s all about raising the public’s awareness of self-checking. Finally, working on this with our friends at DDB has been yet another amazing collaboration.”
The first phase of the campaign launches today – starting with communication. Pink ribbon care while you care bottles will be distributed in Germany’s Lindner Hotels. In addition, Pink Ribbon Germany ambassadors like Sylvie Meis, Nina Bott, and Frauke Ludowig, will be helping to draw attention to the topic.