Osocio NL

Wear It Pink - Look Good. Do Good

Posted by Tatjana Vukic | 18-10-2014 08:22 | Category: Environment, Health, Pinkverts, Women's Issues

Campaign by Media agency Carat for breast cancer fundraising initiative ‘Wear It Pink’ started yesterday. Campaign videos are running across cinema, social media and out of home channels during Breast Cancer Awareness Month.

Carat used the Genero platform to put out a brief to a global creative community of over 300,000 filmmakers to create pieces of cost-effective, high quality, shareable video content. The video content , either 25 seconds or 55 seconds, based on the themes “look good, do good” or “bored with beige” is promoting the ‘Wear It Pink’ campaign which encourages the public to wear pink and make donations during October.

47 films were shortlisted and Wear It Pink selected four finalists to feature across all media platforms.
It’s the first crowd-sourced, cost-effective, video creative campaign of its kind in the UK.

Cabinet created “Animation of a flying pink elephant”, which shows an elephant painted in pink, stepping off a cliff and flying.


wear it pink

Read more | Post comment (0)

Pink fracking drill bits… for the cure?  #pinkverts

Posted by Tom Megginson | 9-10-2014 16:23 | Category: Environment, Health, Pinkverts, Women's Issues


In the years following the rise of the #pinkewashing meme, campaigns like Breast Cancer Action’s Think Before You Pink, movies like Pink Ribbons, Inc., and the various PR nightmares at Susan G. Komen for the Cure, you’d think that this kind of thing would be over. But it’s not.

The Ethical Adman

Read more | Post comment (0)

Topless advertising grows up   #whatnormalfeelslike

Posted by Tom Megginson | 17-09-2014 19:17 | Category: Pinkverts

Coppafeel, a British charity promoting self-examination to catch breast cancer early, has been a regular subject on Osocio for some time. But while they have experimented with a number of tactics, from sexy to silly, I think this is the first time I’ve seen one of their campaigns address their message with such maturity.

The Telegraph reports that this campaign is ads being displayed outdoors in London’s Westfield White City, St Enoch in Glasgow and the Cavern Quarter in Liverpool, on digital boards. And because they are an exercise in “desexualizing” breasts, they are not expected to be banned by UK advertising censors.


Read more | 4 x other | Post comment (0)

Breast Cancer awareness PSA criticized for **lack** of nudity

Posted by Tom Megginson | 10-12-2013 17:30 | Category: Pinkverts

New Zealand Breast Cancer Foundation

Here’s an unexpected scandal.

When the New Zealand Breast Cancer Foundation sought to remake the Scottish government’s extremely popular campaign featuring a topless Elaine C. Smith, they faced a serious obstacle: Showing nipples, even in the interest of describing cancer symptoms, is not allowed on TV before 8:30 pm.

Instead, the ad uses an Austin Powers sight gag of covering the breasts with objects:

New Zealand Breast Cancer Foundation
Otago Daily Times

Read more | 1 x video | Post comment (0)

The most epic of #pinkverts, via Iceland

Posted by Tom Megginson | 1-11-2013 03:15 | Category: Pinkverts


Yes, it’s just a pink ribbon. But it’s also a massive pink ribbon, potentially visible from space:

October is cancer awareness month in Iceland. We had to think up a new way to promote the Pink ribbon. So we took to the streets, and with good help painted the biggest pink ribbon in the world. In the middle of Reykjavík.

Krabbameinsfélag Íslands / Icelandic Cancer Society
Brandenburg (Iceland)

Read more | 1 x video | 1 x other | Post comment (0)

Artists take mastectomy images to the streets   #Pinkverts

Posted by Tom Megginson | 31-10-2013 15:37 | Category: Pinkverts


Leave it to Brazil to do a breast cancer awareness campaign that simultaneously feels inappropriately sexualized and undeniably cool:

Liga Do Rosa
JWT Brazil
Unconventional Dog

Read more | 3 x other | Post comment (0)

Body Image After Breast Cancer - simply, beautifully, human #pinkverts

Posted by Tom Megginson | 31-10-2013 01:20 | Category: Pinkverts

My maternal grandmother was killed by cancer when I was 7 years old. One of the fuzzy memories I have of her sickness was playing in the back of her car and finding a some sort of prosthetic breast among the jumble of stuff in the back seat. I asked about it, and the subject was quickly changed.

That was the 1970s. Cancer was a word one never said in anything but hushed tones. It was a death sentence, and almost seemed to hold the stigma that infectious diseases have. Perhaps that’s why I have such a conflicted relationship with cancer campaigns, particularly in October.

This campaign is one of the good ones. Breast Cancer Care UK is not one asking for money for “the cure”, or even for prevention. It is simply a support network for every person facing a breast cancer diagnosis.


This campaign features three women and tells the stories of how they have overcome challenges to their self-esteem and body image following mastectomies. It isn’t “sexy” or even necessarily heroic. It is simply, beautifully, human.

Breast Cancer Care UK
Arthur London (pro bono)

Read more | 1 x video | Post comment (0)

Wall-to-wall breasts for charity #Pinkverts

Posted by Tom Megginson | 30-10-2013 17:58 | Category: Fundraising, Health, Pinkverts, Women's Issues

Wall-to-wall breasts for charity

October 2013 is almost over, and for some reason I haven’t found nearly as many examples of “#Pinkverts” that have seemed worth the time to blog. I’m not sure if that’s because there’s been little in the way of novelty this year, or if the pinkwashing backlash is finally starting to have an effect.

Here’s one worth looking at, however: Boob Wallpaper.

Artist Sam Pooley is an artist based in Shrewsbury, Shropshire, UK. Over the past year or so, she has photographed the bare chests of 264 women of all ages and walks of life, with the plan of transforming them into wallpaper.

Not just any wallpaper, mind you, but a subtle black-and-white pattern with a damask overlay, intended for fine decor. Digitally printed, it comes in 12 different colours and sells for £100 per roll.

Wall-to-wall breasts for charity

25% of profits from the sale of the wallpaper are donated to Coppafeel!, who you might remember from Octobers past.

Sam Pooley (Artist)
Shropshire Live

Read more | 1 x other | Post comment (0)

Today, in bad #Pinkverts ideas: The #tweetingbra

Posted by Tom Megginson | 24-10-2013 16:43 | Category: Pinkverts

The Tweeting Bra, Nestlé Fitness

Oh, dear. Ogilvy Athens has developed a stunt for Nestlé Fitness called “The Tweeting Bra”:

A special mechanism is hidden under the hook of our tweeting bra. Every time our bra is unhooked, it sends a signal to a cell phone, the cell phone notifies a server, and the server generates the tweet… as simple as that!

But why?

It’s the first and only bra that tweets with a mission to remind you one thing you should never forget: your monthly breast self exam!

Who on Earth would wear such a thing?!?

Maria Bacodimou (@mariabacodimou), one of the most popular TV presenters in Greece, has very willingly joined our mission and will be wearing a tweeting bra for two weeks. Every time Maria unhooks the bra it will automatically post a tweet.

Nestlé Fitness
Ogilvy Greece

Read more | 1 x video | Post comment (0)

What do we think about the #mamming meme?  #pinkverts

Posted by Tom Megginson | 17-10-2013 15:31 | Category: Pinkverts

Erin Daniels is best known for her role as Dana Fairbanks on The L Word, a character dying of breast cancer. She is the celebrity face of this funny video for #mamming, a movement started by a creative team at NYC digital marketing agency 360iMichelle Lamont and Michele Jaret.

It’s explained like this:

#Mamming is the act of laying your (clothed) boobs on a flat surface. Like a counter. Or a bench. Or the body of a person who is #planking.

#Mamming is a chance for all* of us to show solidarity with the millions of women getting mammograms this Breast Cancer Awareness Month. Because when a woman reaches a certain age, doctors recommend that she get a mammogram to screen for the disease, and the procedure involves laying her boobs on the machine’s flat surface.

It’s awkward. But it can save her life. Because when breast cancer is caught early, over 90% of women beat it.

So let’s all embrace the awkwardness of mammograms and inspire more women to mam where it counts: at the doctor’s office.

*With a little creativity, dudes can mam, too.

According to staticgram, it’s going viral:



Read more | 1 x video | 1 x other | Post comment (4)

Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.

World Alzheimer's Day

World Alzheimer's Day

See all posts

image of a graduation cap

Recent in Academy

Branding a time-bound campaign, Forest & Bird did it.

It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Read more

Can fundraising marketers recreate the #icebucketchallenge?

Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
Read more


More agenda

Osocio on Twitter

Osocio on Pinterest

Search the non-profit web

Search through Osocio selected websites about social advertising, marketing, fundraising, ngo's and other on topic resources.

News aggregated from our favourite blogs

About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)