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Siemens Healthineers
Turn your city pink
Goal
One in ten women is affected by breast cancer, the most common type of cancer among women worldwide. As the leading provider of solutions for breast cancer diagnostics, Siemens Healthineers has set itself the goal of creating widespread awareness of the often underestimated importance of early detection.
Communication components
Campaign website in 7 languages
This website contained a host of information on the early detection of breast cancer and a virtual map of the world including a voting tool for users to upload photos and videos of their initiatives and activities in pink.
This website contained a host of information on the early detection of breast cancer and a virtual map of the world including a voting tool for users to upload photos and videos of their initiatives and activities in pink.
Facebook page
Social media was at the heart of our marketing activities: participants were encouraged to promote their initiatives and activities on social media channels to help get people actively talking about breast cancer.
Social media was at the heart of our marketing activities: participants were encouraged to promote their initiatives and activities on social media channels to help get people actively talking about breast cancer.
Ambassador
Tina travelled to 17 different cities in 11 countries. Her mission: Equipped with all manner of ideas and pink objects, Tina had everything she needed to motivate people and get them on board with the campaign.
Tina travelled to 17 different cities in 11 countries. Her mission: Equipped with all manner of ideas and pink objects, Tina had everything she needed to motivate people and get them on board with the campaign.
Turn your city pink! App
The app was the perfect way to upload the different pink activities and initiatives directly to the website – any time any place.
The app was the perfect way to upload the different pink activities and initiatives directly to the website – any time any place.
Supporting activities
Online: Facebook ads, banners, LinkedIn campaign for physicians
Offline: Pink-themed installations in selected cities, print ads, Siemens staff events
Online: Facebook ads, banners, LinkedIn campaign for physicians
Offline: Pink-themed installations in selected cities, print ads, Siemens staff events
Charity ball in London
Besides winning an iPad, the person with the majority of votes for their pink activity was also invited to the big charity ball in London.
Besides winning an iPad, the person with the majority of votes for their pink activity was also invited to the big charity ball in London.
The Outcome
In just one year campaign led to the development of a global community which, through numerous activities and active exchange, helped increase awareness of the crucial issue of breast cancer early detection.
More than 250,000 page views on the campaign website
More than 18,200 pink photo and video submissions from a total of 76 countries
157,000 Facebook fans, roughly 90% of whom are female
Awards: Comprix, GWA HealthCare Award
