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HKBCF
PINK WALK 2021

The HK Breast Cancer Foundation is a non-profit organization dedicated to mitigating the threat of breast cancer within the local community. Through a multifaceted approach of public education, patient support services, research initiatives, and advocacy efforts, the foundation strives to empower individuals and drive meaningful change.

 

However, the foundation's donation activities have been significantly impacted by the COVID-19 pandemic. In response, the client sought our agency's assistance in bolstering their largest annual fundraising campaign, the "PINK WALK." Recognizing the need to connect with a younger demographic, we collaborated with the foundation to develop a fresh brand identity, a compelling new tagline, and a modern website. This digital transformation aims to heighten public awareness and inspire increased community engagement and financial support for the foundation's vital work.

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  • Strategic Marketing

  • Tagline Development

  • Branding

  • Design Adaptation

  • User Research

  • Website Design

  • Website Development

  • Staff backend Development

  • Influencer Recruitment

  • Partnership

  • Content Production

  • Social Media Planning & Execution

SCOPE

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  • Carried out series of co-creation workshops with client and conducted various user interviews with breast cancer patients, families and corporate reps before execution to get more insights

  • Came up with the whole PINK WALK virtual run experience and mechanic, designed the run to be 12KM to represent each day 12 individuals got diagnosed of breast cancer in HK

  • Came up with a completely unconventional branding for a traditionally conservation NGO brand

  • Designed and developed a website for public and corporate to create their own profile, sign up, send link for donation payment as well as for back end staff to manage applicants and payment

HIGHLIGHT

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  • Hundreds of participants signed up

  • Ranging from general public to breast cancer survivors to corporates signed up and participated

  • Over $3 million donation within 1 month

  • Sign up increased by more than 70% vs previous year

IMPACT

GALLERY

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