CHECK IT BEFORE IT'S REMOVED: NAKED BREASTS ON FACEBOOK AGAINST BREAST CANCER.

Gold Eurobest

Case Film

Presentation Image

ClientPINK RIBBON DEUTSCHLAND
Category F02. Low Budget Campaign
TitleCHECK IT BEFORE IT'S REMOVED: NAKED BREASTS ON FACEBOOK AGAINST BREAST CANCER.
Product/ServiceBREAST CANCER AWARENESS
Entrant DDB GROUP GERMANY Berlin, GERMANY
Idea Creation DDB GROUP GERMANY Berlin, GERMANY
PR DDB GROUP GERMANY Berlin, GERMANY
Credits
Name Company Position
Myles Lord DDB Group Germany GmbH Creative Managing Director
Tom Hauser DDB Group Germany GmbH Executive Creative Director
Lilli Langenheim DDB Group Germany GmbH Senior Art Director
Isabella Jorgensen DDB Group Germany GmbH Junior Art Director
Edward Sedelius DDB Group Germany GmbH Senior Copy Writer
Taria Hocke DDB Group Germany GmbH Junior Copy Writer
Nikolai Diepenbrock DDB Group Germany GmbH Creative Director Copy
David Barton DDB Group Germany GmbH Client Service Director
Catrin Schmid DDB Group Germany GmbH Account Director
Paul Dombek DDB Group Germany GmbH Account Manager
Nabila Korte DDB Group Germany GmbH Auszubildende Kauffrau für Marketingkommunikation, Beratung
Eric Schoeffler DDB Group Germany GmbH Chief Creative Officer
Konradin Resa DDB Group Germany GmbH Creative Director Digital
Marc Kaufholz DDB Group Germany GmbH Senior Designer
Tom Hormann DDB Group Germany GmbH Junior Planner
Philipp Ciba DDB Group Germany GmbH Social Media Manager
Sebastian Hudert DDB Group Germany GmbH Illustrator
Hannes Caspar Hannes Caspar Photographer
behind the scenes GmbH, Berlin behind the scenes GmbH, Berlin Art Buying
Bleech UG, Berlin Bleech UG, Berlin Programmer
Art Liaison Agency Special Key, Berlin Art Liaison Agency Special Key, Berlin Artist Liaison
Laura Marolt DDB Group Germany GmbH Head of Corporate Communications, Taskforce
Timo Giersch DDB Group Germany GmbH Junior Corporate Communications Manager, Public Relations
Zhong To Freelancer Filmmaker, Cinematographer and Designer

The Campaign

Social media platforms such as Facebook and Instagram strictly prohibit the display of female nipples. On International Women’s Day 2016, 17 brave women challenged these restrictions. They each bared a naked breast on Facebook and Instagram, urging all women to “Check it before it’s removed”. Pink Ribbon Germany, together with female social influencers, shared the pictures with their online communities on Facebook and Instagram. National and international celebrities, singers, bloggers and athletes shared the pictures with millions of their followers, encouraging them to quickly re-share the posts before they were censored by moderators. In a matter of hours, Facebook and Instagram began deleting the posts. But as the pictures were removed from social media, the buzz and awareness around the story was building in mainstream media.

The Brief

Overall budget: Total cost for 17 photographs: Under € 8.000 Media spend: 0 € Cost per piece: Approximately € 470

Creative Execution

17 women posed for a photographer exposing one of their breasts. These pictures were then posted to Facebook and Instagram with the statement: CHECK IT BEFORE IT’S REMOVED. Each post was accompanied by text encouraging others to quickly re-share the post before it was censored – along with the hashtag #checkitearly. The post also lead to the website www.checkitbeforeitsremoved.com where people could learn about breast self-examination. Pink Ribbon Germany shared the first picture on their Facebook fan page at 9AM on March 8, International Women’s Day. National celebrities and influencers shared Pink Ribbon’s pictures to millions of fans on Facebook and Instagram, encouraging them to quickly re-share. Facebook and Instagram began to remove the pictures immediately. Even Pink Ribbon themselves had their posts deleted for contravening Facebook and Instagram’s strict guidelines. As the pictures were removed from social media, the story was building up in mainstream media.

Results

On International Women’s Day Pink Ribbon’s awareness message reached 29 Million contacts, the equivalent of €2.2 Million in earned media. With a media spend of 0- Euro. On March 8, traffic to Pink Ribbon’s breast cancer awareness information increased by 27,984%. The 3 minute breast self-examination tutorial video on the website had a 92% view-through rate. Due to public opinion and increasing media attention, Facebook and Instagram stopped removing the posts, allowing the message to continue reaching more and more young women.

“Check it before it’s removed”. With this call to action, Pink Ribbon Germany set out to influence young women and urge them to start regularly checking their breasts. Each Facebook and Instagram post directed women to an online breast checking tutorial on Pink Ribbon’s website and encouraged people to quickly re-share the post before it was censored by moderators. As Facebook and Instagram removed the pictures, the online and mainstream media discussion drove more interest to the story and Pink Ribbon’s website and information.

To reach our target audience of younger women, we went to a place where young women are most active – Facebook and Instagram. The very places where breasts would be removed. By triggering Facebook and Instagrams strict censorship policies, we were able to create a strong analogy and demonstrate the urgency of the issue. Because these posts would have a very short life expectancy we needed to quickly spread the pictures far and wide with the help of social influencers: female celebrities who came together to create a viral wave of posts on International Women’s Day and activate their followers to quickly re-share before they were removed. The removal of images added fuel to the existing discussion around “free the nipple”, social censorship and gender equality – making Pink Ribbons message a strong topic in the media on International Women’s Day.