Challenge

Create a cause-related campaign featuring a special pink edition of a Vespa scooter that not only raises funds but generates program media coverage.

 

Strategy

Identify new partner organizations that have not benefitted from the high-profile work associated with larger breast cancer non-profits, but whose need is equally great.

 

Success

Created hundreds of print, broadcast and social content placements featuring Vespa’s pink scooter by working with ten unique breast cancer charities and their teams to promote pink Vespa giveaways, with proceeds benefitting each group.