Launch a new awareness campaign that targets younger women, encouraging them to be proactive about Breast Cancer.
We created an all women’s online surf video contest where 16 cancer clinics are paired with 16 top women’s professional surfers. Each surfer submits a video clip that the public can watch by visiting www.surfline.com, where they can vote for the surfer they think has the best moves. Every Thursday throughout October, the public voting narrows the playing field until there’s a winner.
The Campaign launch included paid media, social content, influencer content, blog content, and experiential initiatives.
The Battle for the Breasts quickly became a major story in the surf industry as well as the breast cancer world. Appearing in publications such as Surfer magazine, women’s health and Newsweek. Driven by strong content created both in-house and by influencers, the campaign resulted in millions of impressions on social media, a surge in site visits to all three companies involved. The contest initially was only supposed to be a single event but was so successful it was held three years in a row for breast cancer awareness month.