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Experiential
P.ink: P.ink Casestudy
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Many organizations offer support for women battling breast cancer, but none address the fact that half of America's 2.6 million survivors are left with glaring reminders: mastectomy scars. To help these women regain the sense of control they’ve lost, we created P.ink, a social platform that's entirely self-supporting, focused on helping survivors heal from cancer by empowering them to change the meaning of their mastectomy scars through an unlikely avenue—tattoos.
P.ink solicits tattoo designs and survivor stories, and creates original content to educate and inspire. We raise funds for tattoos through crowd-funding initiatives and stage an annual event of healing called P.ink Day, partnering with carefully selected tattoo shops in 20 cities and counting. Our Pinterest hub with a stylized storytelling approach gets survivors talking, as we curate collections of tattoo-design inspirations and links to artists who specialize in mastectomy tattoos. This Pinterest connection service was augmented with community-fueled gallery of notes of support. It’s designed to give survivors a new way to heal and artists a way to help. P.ink’s launch video saw 2.8 million YouTube views within 48 hours. We've hit over 200 million impressions; we’re featured in NBC News, Huffington Post, Fast Company Exist; we’ve seen coverage in Brazil, Italy and the UK. We’ve had talk show appearances on CBS's The Doctors, Telemundo, and HuffPost Live. And on June 12, 2013, Facebook lifted its ban on mastectomy scars and tattoos; proof that attitudes are changing, and the more this conversation spreads, the more survivors are benefiting.
Social Media: Stacy Cohen, Jillian Hart Related |
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