Pink Ribbon: Women are heroes


What we did

Everyone knows Pink Ribbon, the universal symbol for the fight against breast cancer. youEngine built Pink Ribbon’s campaign for International Breast Cancer month in October 2018. To get the message across we asked Raf Simons, international fashion designer, to develop the 2018 ribbon.


National campaign

We attracted the attention of lifestyle and news media with a press conference and by sending them the product. Key press received the press release together with several ribbons. The PR campaign was accompanied by a general media campaign, of which the Pink Ribbon magazine was the main attraction, with 56 pages of breast cancer news and information. 350,000 copies were distributed by the general newspapers Het Nieuwsblad and Le Soir. On TV (SBS and RTL) there was an extensive campaign with an appealing spot developed together with Mortierbrigade. More than 65 influencers, wearing the Pink Ribbon, posted their pictures on social media. On top of all this, the campaign was supported by the Pink Ribbon Facebook page, with its nearly 30,000 followers. The 2018 Pink Ribbon product was sold to the public in 1,250 outlets. Our 2018 campaign was supported by 10 distribution partners and 5 Pink Ribbon main partners, all recruited by youEngine.

What our client got

The enthusiasm of journalists resulted in a long list of articles in print media and on news websites. We got coverage in magazines and newspapers such as De Standaard and Het Laatste Nieuws. We also obtained extensive reporting in the evening news. More than 65,000 Pink Ribbons were sold throughout the country. 2018 was in many ways Pink Ribbon’s most successful campaign ever.