Our goal was to raise $1m for breast cancer charities by supporting ghd’s limited edition Pink styler campaign.
The brief was to present a creatively powerful, highly emotive, women-empowering and influential multi-channel idea. ghd wanted to go back to its roots with more emotive storytelling comms, rather than product led.
A gear-change was required to break the celebrity-partnership formula that was no longer creating growth. Our client wanted to move away from product-led campaigns, towards a more meaningful, heart-twisting campaign that drives awareness and inspires women across the world to help support Breast Cancer charities all over the world.
We used our neuro mapping methodology and behavioural science tools to unpack the audience further. We discovered they love creativity, new ideas and self expression. They are strong & independent, they like to take charge, they’re motivated by power and control.
In contrast we found going through the battle against breast cancer can leave women feeling like they have lost their femininity, especially when experiencing hair loss and mastectomy. Even after the cancer’s gone, they often end up lacking confidence and wanting to hide their body away.
We wanted to help women who have suffered breast cancer to take back control of their bodies.
This was our chance to help women by portraying their strength and empowerment – these beautiful scars, now emblems of control and pride.Creating empathy and admiration through stories of resilience and strength.
Our campaign featured the work of David Allen, a world famous tattoo artist who specialises in concealing mastectomy scars. And Grace – our Warrior Queen – one of David’s clients and an incredibly strong, fierce, funny woman who was amazing at articulating how she took back control of her body after breast cancer.
Our campaign features David and Grace, who through a mixture of film, digital, press and OOH, brought their stories to life in an incredibly real and emotional way.
The campaign featured in news outlets across the world, and the successful results speak for themselves.
- Brand Engagement
- Global Reach
- Brand Awareness
- Video Views
- Money Raised Halfway
“So many people know someone who has been affected by breast cancer and know how much it impacts on women’s lives. Among many other aspects, it also affects the perceptions of femininity, particularly around hair loss and mastectomy. With Southpaw, we created a project that draws awareness on the cause and how David Allen’s tattoos can make some women feel empowered and in control of their bodies again. We feel honoured that Grace, Molly and David have shared their stories with us and we can share them across the world.”Montse Passolas, Senior Vice-President Global Marketing at ghd
ghd x Pink: My Tattoo. My Story.
To raise $1m for breast cancer charities by supporting ghd’s limited edition Pink campaign. The brief was to present a creatively powerful, highly emotive, women-empowering and influential multi-channel idea. ghd wanted to go back to its roots with more emotive storytelling.