We have decided to concentrate and showcase that self-examination in not to be remembered only on October… this issue requires an ongoing effort of staying alert every single day, urging peers, relatives and family to take action. The campaign embodies the very essence of Avon Promise in the form of a tactical alert about Breast Cancer and self-examination. A digital tool was created, a microsite, at pinkalert.gr, which was enriched with new content every month starting from April in order to encourage people to share this positive message with their beloved ones. The creation of Native Articles & mainly the usage of Influencers was vital to communicate this and drive the audience to the microsite. “The Pinkers” were introduced, a pool of 7 key men Influencers that would become the ambassadors of the campaign.

Through this 360 approach more than 4K Pink Alerts were shared, in the form of a message through various social media platforms (messenger, viber, etc.). By collaborating with overall 20 Influencers (7 Pinkers & 14 women Micro-Influencers) we enjoyed several social media posts and stories with more than 77K likes.