In the wake of the Komen controversy, and facing the very understandable backlash against corporate "pinkwashing" pandering, we needed to find a way to create an honest and real experience for our fans, their friends and family, and our corporate client, and get people thinking about breast cancer awareness without being fake or ham-fisted.
Our solution was to first, move breast cancer awareness out of October, the month when people resent pinkwashing by about the 2nd of the month, and into the summer months when a quiet voice could be heard, and to give a genuine and personal voice to the campaign.
In July, the month of family vacations and swimming suits, we created a "Stay in the picture" campaign reminding moms and sisters and women that we literally and figuratively remove ourselves from the picture too often, and that staying in the picture, both literally and figuratively, is the most important thing we can do.
We took the risk that women might not participate and share pictures of themselves, but an amazing number did and we were able to form a very real connection and respond to each of the hundred posts personally, and got tearful genuine messages from participants.
The actual corporate social responsibility campaign can be seen here.