Pink ribbon and KK made the most important magazine of the year!

Every year, 1 in 12 women are diagnosed with breast cancer, yet 1 in 4 women do not show up for the mammography program.

Pink Ribbon is an initiative implemented by the Norwegian Cancer Society and the Norwegian Breast Cancer Society, which focuses on early detection of cancerous tumors. The mammography program is an important part of the initiative, as it can reduce mortality by as much as 20%. When they wanted to increase sales of this year's Pink Ribbon to raise money for breast cancer research, as well as awareness and knowledge about this year's campaign, they chose to place their trust in Aller Media.

- The Pink Ribbon campaign engages many people. In addition to the fact that breast cancer is the form of cancer that affects most women, "everyone" has a woman in their life. Be it a mother, daughter, sister, girlfriend, wife, grandmother, grandmother, friend or aunt," says Kathrine Barli, Communications Manager for Pink Ribbon.

This year's Pink Ribbon campaign was all about highlighting early detection, and together with ByTimo, they created this year's Pink Ribbon to raise money for breast cancer research.

- The campaign and action is about much more than selling a product. By buying the Pink Ribbon, you are showing solidarity with breast cancer sufferers while supporting vital breast cancer research. Selling the action symbol and raising funds for research is important. Disseminating the message of the campaign is just as important," says Barli.

Linn Berg Skjeseth, Strategic Group Account Manager at Aller Media, wanted to be a part of this vital campaign and therefore contacted Wavemaker, which has collaborated with the Pink Ribbon campaign for many years.

- In this campaign, I saw an opportunity to utilize the power of Aller Media and not least KK, both commercially and editorially. Most people are familiar with the Pink Ribbon campaign, but not necessarily the theme, as this changes annually. This year's campaign was to be communicated in this campaign and I couldn't imagine a better match than KK," says Skjeseth.

The Pink Ribbon agreed with this. KK is Norway's largest women's magazine and an award winner for its commitment to women's health and sustainability, and is a natural and appropriate partner to reach the core target group for the Pink Ribbon campaign. Together they created the most important magazine of the year.

The most important magazine of the year and a pink KK universe

The idea for the campaign started with an unusual front page on KK. From there, it evolved into a comprehensive campaign where more and more elements were added to a 360 solution. They wanted to create a "pink" KK universe, which became the core of the entire campaign strategy.

- "It's gratifying to be able to collaborate with a player like Aller Media on a campaign like this. We have to think new and innovative every year, and they are good at this," says Christina Sørensen, Account Director at Wavemaker.

The result was a "pink" issue with several editorials to raise awareness of this year's theme, and Editor-in-Chief of KK, Ingeborg Heldal, also wrote a heartfelt editorial for the important issue. Tuva Fellman, who has had to fight her own battle with breast cancer, graced the cover of the issue wearing a dress in the same fabric as this year's Pink Ribbon.

- Tuva is a likeable and popular person who offers a lot of herself. It's hard not to like Tuva. We know that it costs money to come forward, and we are very grateful that she agreed to share her story with KK's readers. Her story shows how important it is to get to know your own breasts, trust your intuition and see a doctor early," says Barli.

- We are very pleased with the end result; beautiful front page, close and genuine editorial, touching interview with Tuva, strong commentary on breast cancer in addition to paid advertising both digitally and in the print edition.

The campaign also included preroll and full screen to increase both visibility and knowledge around breast cancer and self-examination.

Unique synergy and engagement broke fundraising records

The entire campaign is permeated by women's personal relationship with breast cancer. This has created a sense of community and a unique commitment to the campaign, and this shines through in this year's Pink Ribbon campaign.

The unique synergy created results! Together, record-breaking sums have been raised for the vital campaign and research. The goal was to beat the all-time high in 2020 when the campaign raised just over NOK 40 million, and we succeeded. This year's campaign raised a total of NOK 44 million for breast cancer research!

- "We are very grateful that so many people are involved in the campaign, and this year this involvement has led to Pink Ribbon 2022 being the best Pink Ribbon campaign of all time in terms of fundraising results. Many people have contributed, and it would not have been possible without committed and good partners," says Barli.

- Through the collaboration with Aller Media and KK, we hope that people might feel a little extra and show up for the mammography appointment.