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Concept

In support of Breast Cancer Awareness Month, an annual international health campaign taking place in October, the Pink Ribbon and JCDecaux partnered on a week-long campaign in Aker Brygge, Oslo’s central and trendy dockyard area.

The Pink Ribbon foundation - a trust which funds projects and provides financial support to charities helping women affected by breast cancer - wanted to raise awareness on the ‘Month of Pink’ through a bold campaign.

A pink special-build bus shelter featured a pair of large breasts mounted on its roof, whilst a digital screen underneath it displayed eccentric breast imagery.
Wrapped with crucial information about the charity, the bus panels also showed breast cancer prevention messages.

Impact

The hashtag #rosasloyfe (#pinkribbon) was featured in the creatives, for passers-by to share it along with their picture of the shelter to spark conversations. The campaign video is to date the most viewed on the Pink Ribbon's Facebook page.