Hook
For many, breast cancer is ‘the disease that destroys’. We believed it was time to call it by its real name.
The Challenge
Breast cancer awareness in the region was often shrouded in taboo, with October’s campaigns fading fast once the month was over. INFINITI wanted a way to spark open conversations, extend the message year-round, and encourage regular screening.
The Solution
We created a campaign built around a hybrid plant that blooms a pink flower once a year, serving as a living reminder to book a mammogram. Delivered to INFINITI owners, media, and influencers, the plants became a personal prompt and a social catalyst, amplified through activations and content.
The Impact
The campaign reached 66,000 people directly, with 98,000+ video views and 17,000+ engagements. Influencers drove the conversation further, generating thousands of likes, comments, and shares.