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Find a fresh take for October, Breast Cancer Awareness Month, a cause that has seen widespread adoption by mass media and popular culture. The campaign was part of The Bloc’s monthly disease awareness initiative #HealthAwareNext.
When we got the assignment for Breast Cancer Awareness, we knew there was a lot of material out there; to stand out, we’d have to think of something fresh. After all, breast cancer awareness has been marketed on everything from water bottles to football jerseys. One thing we were careful to specifically avoid was any pink ribbon imagery. We wanted to make sure our concept was simple but smart, and surprising enough to stand out. Soon we found one: When life gives you lemons, make pink lemonade. Our art team came up with a beautiful and provocative hand- drawn type treatment for the poster, and we continued to engage audiences on social media throughout the month, asking readers how they “make pink lemonade” and generate positivity in the face of breast cancer. We also raised money with a pink lemonade stand that sold cupcakes, pink lemonade, and t-shirts for the cause.
We raised money for charity and engaged our audience with thousands of responses on social media.