Boob coup creates headlines

Every October, Cancerfonden runs the Pink Ribbon campaign. Our challenge was to make campaign sponsor Kellogg’s stand out amongst others in the midst of this well communicated event.

By launching a campaign making the 8th of each month ”your breast day”, along with a mobile app reminding women to self examine their breasts on this very day, we took the challenge to town.

The app was promoted through collaborations with six of Sweden’s most influential female bloggers, who also got the opportunity to design their own t-shirts to be sold for Cancerfonden - creating a buzz in retail, media and social media.

Kellogg’s skillfully orchestrated boob coup garnered both national and international attention, and reached more than one million readers via blogs and social media over the span of three months.