‘Wear it Pink’ campaign launches with four crowd-sourced videos

| 23rd Oct 14

A new breast cancer campaign ‘Wear it Pink’ has launched with four crowd-sourced videos which will be played across cinema, digital, social media and out-of-home channels.

Media agency Carat put out a brief on the Genero platform asking for “engaging short films” based on the themes “look good, do good” or “bored with beige”.

Sharon Maxwell, an associate director at Carat, said: “The convergent media landscape now gives us the opportunity to really create stunning content and get it effectively into the right channels and to the right people to drive real business value. And when that business value is for a client such as ‘wear it pink’, it’s a win for everyone involved.”

Darren Khan, the Genero UK managing director, said: “Quality branded video content has never been in greater demand, but the flipside of the content revolution is that many marketers find producing a series of high-end films, cost-prohibitive. Carat and ‘wear it pink’ were very impressed by the quality of the winning work and it’s the first crowd-sourced, cost-effective, video creative campaign of its kind in the UK.”

The videos ask members of the public to wear pink on 24th October, and to donate during the month.