GLOBAL, UNITED STATES – OCTOBER 8, 2012 – US retailer dressbarn is joining the fight against breast cancer with a multi-platform, integrated campaign urging their customers to "Paint the Country Pink”.
For the campaign advocating National Breast Cancer Awareness Month, dressbarn worked with marketing agency Conversation, which contributed to overall strategy, as well as designing and developing the website and mobile site.
It kicked off in mid-September with a fun-loving puppy named Ruby traveling cross-country to spread the word about breast cancer awareness. Supporters can “adopt” Ruby in dressbarn stores and online for $6 – the net profit is donated to the American Cancer Society.
The campaign engages consumers through a variety of channels: in-store, online, social media, blogger and PR outreach and SMS messaging.
It includes a website, PaintTheCountryPink.com, which features a map of the United States. Visitors can virtually swipe a paintbrush over their state to show support for those affected by breast cancer. The states become “pinker” as more people paint. Consumers can also participate via SMS by texting “PAINT”. dressbarn will donate $1 to the American Cancer Society for each person who paints their state (up to $100,000).
