Remember last year's launch campaign with the film "two girlfriends", and the press ads with boob poetry for Pink Ribbon Magazine? Well, they were so popular that Grey Amsterdam is doing another round. These are the press ads in the 2010 Pink Ribbon campaign.
All is pro-bono custom, partners involved, including Grey Amsterdam, Johan Kramer and Junkie XL, have donated their time and efforts for free. Pink Ribbon Magazine, published by Sanoma, is a commercial publication that donates its profits to the cancer charity. This year the magazine hopes to raise more than €1 million, after last year's donation of €985,000.
For 2010, the theme "Together We're Stronger" aims to unite all women against breast cancer. Hazelle Klønhammer, Managing Director, Grey Amsterdam, says:
“As humans we all need to feel a sense of community, a sense of belonging. There seems to be an invisible bond, an inexplicable connection, between women. Our campaign for Pink Ribbon 2010 amplifies this sense of belonging. It establishes a feeling of ‘we’re in this together’ against breast cancer, and encourages a willingness to show support.”