Payless Shoesource Costa Rica: Tinta Para el Alma

Payless, a discount footwear retailer, raised donations and media attention for breast cancer by introducing the idea of nipple tattoos to people in Costa Rica.

Campaign details

Brand: Payless Shoesource Costa RicaAgency: 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

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