Once Upon a time…
Metro wanted to raise awareness of Breast Cancer Now and support the charity’s Wear It Pink fundraising day. Following our hugely successful Rainbow Laces newspaper take over, we decided to this time to try turning the newspaper completely pink for the day!
Here’s what we did…
A special pink edition of the newspaper was published that day with a bespoke pink campaign masthead, pink design theming throughout, promotion of text donation and pages of editorial content in news and features were devoted to the Breast Cancer Now campaign.
But most notably, over 50 advertisers came together for the cause, many tailoring their creative specially and all others adding the charity’s Wear It Pink badge to their existing ads.
And they all lived happily ever after….
The campaign really resonated with Metro readers who picked up the paper that morning:
- 93% agree brands have the power to raise awareness and funds for breast cancer research
- 93% would like to see Metro doing more things like this
- 91% agree seeing brands like this working together makes the message very powerful
Wear It Pink was more than just a pretty pink edition of the paper, it had a massive impact for the campaign, as well as readers and advertisers too.