Finnish alpha males go Esther Williams for breast cancer

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.

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