Campaign details

Brand: Payless Shoesource Costa Rica
Agency: CCK

During the last ten years, Payless has been supporting Breast Cancer Awareness in Costa Rica, through the promotion of an annual fundraising campaign for FUNDESO (National Foundation of Solidarity Against Breast Cancer). Thankfully, BCA's cause is supported by several brands in the country; never the less, this represents an enormous challenge to someone who wants to be in the conversation.

Our main goal was to increase donations compared to the ones made in 2016, as well as the media's coverage.

Strategy

To innovate the story. We need to bring something new to the media, to the country.

Idea

"TINTA PARA EL ALMA" (INK FOR THE SOUL)

Tinta Para El Alma

Thanks to the story of one patient we connect with Fabián Henao, a tattoo artist from Colombia who develops three-dimensional tattoo to recreate the nipple of women who had a mastectomy.