Avon: Breast Cancer Awareness

Tasked with raising awareness of Avon’s support of breast health education during Breast Cancer Awareness month we created a story to turn heads.

Alongside product comms for Avon’s fundraising boob clutch bag we penned an open letter to social media giant, Instagram, challenging it to join forces with Avon and lift its ‘nipple ban’ for the month to trigger conversations around breast health and the importance of self-checks.

Results:

  • Though Instagram did not agree to change their policy, the bold brand action achieved national media coverage and millions of social impressions.
  • Broadcast coverage directly resulted in a significant spike in sales (which included donations to Breast Cancer charities).