Gold award for Purpose-led Campaign of the Year
The Pink Fund
Campaign: The Other Part of the Fight
Client: The Pink Fund
The Pink Fund, a nonprofit that provides financial help to people in breast cancer treatment, is shedding light on the financial burdens facing most patients when they are unable to work.
Healthcare Marketing Impact AwardsMeet the 2023 winners.
Founded in 2006 by breast cancer survivor Molly MacDonald, The Pink Fund provides those in active treatment with up to 90 days of financial assistance to cover non-medical expenses, such as health insurance premiums, housing, transportation and utilities.
Created in tandem with independent agency Ludwig+, “The Other Part of the Fight” raises awareness about cancer patients’ struggle to decide whether to pay for medical care or everyday expenses and raises money to support The Pink Fund’s cause. The effort won gold for Purpose-Led Campaign of the Year among advocacy organizations in the Healthcare Marketing Impact Awards 2023.
The campaign was designed to emphasize disheartening stats such as how 41% of patients alter or skip treatment due to the financial hardships of breast cancer with real people who have been impacted by the disease. The hero spot follows women as they try to receive treatment and continue on with their lives, working, mothering and worrying about how they will balance it all. A voiceover demands “No one should have to sit in a chemo chair worried about how they’re going to keep the lights on.”
“The Other Part of the Fight” incorporated an extensive digital, social, paid media, email and newsletter campaign, including live events. The Pink Fund said the campaign led to a more than a 10% increase in overall donations.