Samsung's corporate social responsibility is Breast Cancer. Our challenge was to make 400,000 women breast aware through the 'More Than Talk' sponsorship.
In partnership with the ladies from Breakthrough Cancer Research, we created a integrated campaign actioning people to pledge their promises and share the message 'Everybody's Doing It'. This drove traffic to the 'More Than Talk' microsite that was translated into 23 countries and The Susan G. Komen Facebook page.
The viral video was hosted on the Samsung Piccadilly Circus screen – first time ever to promote a CSR campaign. The mix of inspirational social content with actionable commitments by real people gave this campaign a real human element that wouldn’t be possible without the contribution of women all over the world.
$6 million was raised globally from the sales of pink products and donated to breast cancer charities.