Finnish alpha males go Esther Williams for breast cancer
- Wed, February 29 2012
- Filed under: Marketing essentials
Wow, I never thought I’d get to write a headline like that.
Via the great Oscio blog, here’s an inspiring story about getting Finnish men behind the breast cancer cause.
Roosa nauha 2011 case study from McCann Worldgroup Helsinki on Vimeo.
(If you can’t see the video, watch it here.)
What made this work? In my mind, it was effective because it wasn’t a publicity stunt. Sure, it made great TV. But at its heart, it was about showing courage and love. And that’s how you get people to care.
Comments
What a great campaign - nice to see the positive side of marketing. And the dude in the front rocks that pink swim gear.
This is brilliant! Thank you so much for sharing, what a wonderful and innovative campaign! And of course, as a documentarian, I am a fan of the medium. 
Way to go! As a Finnish woman living in America, I had not heard of this campaign. Just, heartwarming! Thanks for sharing!
I love how the charity engaged key individuals in the community to make them aware of the impact breast cancer has on women. Their involvement in the pink campaign looked like a bonding experience and they had fun doing it. I applaud all of these men and the businesses who promoted the video to the masses. Thanks for sharing!