Chiquita is communicating again with “Pink About It”,<\/b> their new campaign which aims to raise awareness and sensitise public opinion on the topic of breast cancer research and prevention. <\/p>
October is the month for prevention: traditional treatments are currently making enormous progress, but early diagnosis remains the best tool to make the treatment as effective as possible.<\/p>
Chiquita has demonstrated its strong social responsibility and pays particular attention to health issues: indeed, for a number of years it has produced a special edition of its iconic Blue Sticker, replacing it with the now famous “Pink Sticker”<\/b> during Breast Cancer Awareness Month. <\/b><\/p>
The brand has now added a CSR campaign <\/b>to this operation. The aim is to provide information and be involving thanks to the use of pop language, but also to make the target reflect.<\/p>
The Armando Testa digital unit<\/b> has chosen a visual synthesis full of impact: two<\/b> bananas side by side<\/b> bring to mind a woman\u2019s cleavage<\/b>. One of the two disappears leaving an empty space, then the copy outlines the campaign insight: early diagnosis can give hope, which should not be allowed to disappear.<\/p>
The campaign is integrated<\/b> and cross-media,<\/b> and is part of a communication environment that includes several touchpoints, both online and offline.<\/b> Development both on DOOH totems<\/b> with 10 “and 20”<\/b> video cuts and in the digital world. The Armando Testa social team<\/b> has created a series of ad hoc contents for Facebook and Instagram, integrated into the special “Pink” editorial plan<\/b> created for the month of October. <\/p>
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Media planning by Local Planet,<\/b> the global media network of independent agencies of which Media Italia (Armando Testa Group) is one of the founding partners.<\/p>
Credits <\/b><\/p>
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Creativity: Armando Testa<\/b><\/p>
Executive Creative Director: Michele Mariani<\/p>
Creative Director: Antonello Falcone<\/p>
Art Director: Giulia Richetta<\/p>
Copywriter: Gabriella De Stefano<\/p>
Chief Digital Officer: Giuseppe Mayer<\/p>
Client Service Director: Nicola Crivelli<\/p>
Account Team: Gina Graci, Gabriele Nolfo<\/p>
Social Media Manager: Chiara Guadagnini<\/p>
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Media planning: Local Planet<\/b><\/p>
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