Case: New direction for Pink Ribbon Sweden

Make it stand out

The campaign was featured in Elle Magazine.

Every year, a new design is created for the Cancer Foundation’s Pink Ribbon. The designer behind the ribbon is carefully chosen to appeal to the intended target audience for the year. The goal for 2021 was to attract a younger, more trend-interested audience. Ben Gorham was the face of the campaign and was exactly the spokesperson the Cancer Foundation needed. Communication and channel selection were well thought out to suit the intended target audience. The campaign was a great success and reached a fundraising record of 90 million.

Photographer: Klas Sjöberg and Erik Thor.

Set design. Stina Helleday Persson.

Creative Director: Julia Nordlund.