Intent

There are so many Breast Cancer Awareness campaigns that launch in the month of October in Lebanon, but the idea behind Mission Pink was to approach the issue in an informal and unconventional matter, and underline the message in a way that gets the audience to participate in spreading the awareness.

 

Idea

Inspired by Mission Impossible the sequel, BoboLink teamed up with three celebrities and online influencers, cancer survivors, and breast cancer foundations for the campaign. We brought in a 70’ VW van painted entirely in pink, and drove across the country to give breast health workshops to underprivileged women in different areas of Lebanon. A teaser video was produced introducing the three celebrities that were a part of the campaign.

 

The art of reinvention

The campaign created a lot of buzz across different social media platforms with the trending hashtag #ABCMissionPink. The campaign successfully sent the essence of the message across.