A Different Way to Pink

Every Fall we collectively are bombarded with a mass of pink merchandise—at least more than usual. Some may not even recognize the significance, but ultimately many of our pink purchases go to a special cause. October is breast cancer awareness month—in honor of all the moms, sisters, daughters, aunts, grandmothers, and cousins who have dealt with the disease. A portion of the sales from the pink goods often goes to breast cancer research, supporting research and events. (It should be noted that not all Pink Ribbon merchandise goes to support breast cancer research—sold with the intention that the buyer will use it to support the cause.)

Unlike many of the organizations selling everything from mugs to hats sporting the Pink hue, the American Cancer Society wants the public to Pink Differently—not just buying a shirt with a Pink Ribbon to be supportive, but doing more. Take that shirt and wear it to an ACS cancer walk, raising funds to go directly to cancer research. The Pink Differently campaign asks us to go beyond the barrage of products and do more to fight the war against cancer.

Pink Differently means better research, better treatment and year-round support. The American Cancer Society is unique in that it funds all cancers, not just breast cancer. They believe that by increasing the scope of their research, a cure may be discovered in less time—while trying to cure one type of cancer, a different cure may be revealed unexpectedly. This different approach is why the team at Rule29 were so excited to be a part of such a life-changing crusade. After working on their Illinois bi-annual report, newsletters, and other print materials, the ACS came to us to help get the word out about Pink Differently.

Across multiple channels—from a commercial to billboards, and CTA signs to newspaper ads—we helped develop the concept surrounding around (of all things) feet. The goal was to show the importance of walking in the American Cancer Society’s Making Strides against Breast Cancer program with a strong sense of positivity and hope. A line of different sets of feet were the stars in the photo/video shoot (done in partnership with our friends at Wonderkind Studios), with the end result being a 30-second, stop-motion animation spot airing on the major Chicago television outlets (NBC, ABC, and WGN).

The feet, with the words “We Pink Differently” written across the bottoms grace a digital billboard, print ads, a splash page, and various transit signage around Chicagoland. Inspiring photography from various Making Strides events appears alongside the feet prominently displaying the faces of survivors and supporters.

Help us in the fight against cancer and Pink Differently this October. There are eight Making Strides events in Chicago and its suburbs, so find the one nearest to you and walk to show your support. For more information, including a list of walk locations, please visit MakingStridesIllinois.com or the American Cancer Society’s website.