A personal care and safety razor brand, had a social responsibility plan that aimed at sensitizing women to the necessity of performing breast self-examinations.
The creative concept behind the campaign was to create an “alarm to save lives”, the blade being the alarm. The message was shared on social media and lifestyle media with a hashtag that was done through a chain of digital influencers and opinion leaders who joined the campaign and invited their followers and friends by sharing the alarm (the main message).
H+K Colombia managed to have influencers, celebrities and traditional media join the campaign in an organic way. We achieved more than 4 million impacts and women became aware of the importance of breast self-examination. The razor with the campaign message and information about breast self-examination were sold out in retail shops in less than a month and sales increased by 35%.