CLIENT: CASIOPEEA ASSOCIATION

PROJECT: CASIOPEEA MARATHON 2017

CONTEXT

75% of Romanian women diagnosed with breast cancer are reaching mastectomy stage due to late detection and it is very difficult to obtain a mammary prosthesis. The absence of one breast is not only an aesthetic problem, but it can cause pressure on the spine and after a long time it can cause shoulder and back problems. Moreover, women often feel deprived of their femininity, many of them suffering from depression.

OBJECTIVES

Generating buzz around the breast cancer issue in Romania; encouraging women to get preventive check-ups; donating mammary prosthesis to women in need.

STRATEGY

Organizing a charitable event whose profits were used in buying and donating mammary prosthesis to Romanian women who went through the procedure and survived breast cancer.

CONCEPT

Our concept revolved around the color pink, which is internationally known for being associated with breast cancer survivors: #WinnersWearPink

IMPLEMENTATION

In the last weekend of September, we organized the Pink March and Marathon, in Tineretului Park, Bucharest. The charitable sports event aimed to raise funds, which were used in buying and donating mammary prosthesis. The marathon targeted individuals – women, men, and teenagers -, whereas the march targeted families who wanted to support the cause, but couldn’t run. The event was endorsed by fencing Olympic champion, Ana Maria Branza.

The Pink March and Marathon also benefited from the support of two known Romanian bloggers, Otrava and Printesa Urbana, who shared the cause with their audience and invited them to participate.

RESULTS

Over 2.500 participants at marathons

Over 10 companies involved in Corporate Challenge and SME race

Over 300 participants at Family March

Mammary prostheses for over 250 women who had a mastectomy surgery

The subject had a large coverage in online publications, blogs but also on TV and radio.