Wear It Pink Croudsources Video Content

A unique campaign by Carat for breast cancer fundraising initiative Wear It Pink has crowd-sourced six videos to run across cinema, digital, social media and out of home channels during Breast Cancer Awareness Month.

Carat used the Genero platform to put out a brief to more than 300,000 filmmakers to create six pieces of cost-effective, high quality, shareable video content. The content is being used to promote Wear It Pink, which encourages the public to wear pink and make donations during October.

Genero’s pool of international talent were tasked with creating engaging short films of either 25 seconds or 55 seconds based on the themes Look Good, Do Good or Bored with Beige. The brief could be interpreted in any way as long as the video matched Wear It Pink’s brand objectives.

A total of 47 films were shortlisted and Wear It Pink bought the rights to four different films to be used across all media platforms.

The four films are: Animation of a flying pink elephant, Live-action video of young and old and male and female pink-clad fashionistas on a photo-shoot, Picture postcard of a pink victory parade through the streets of London and Cartoon of a woman in a colourless world painting her charity stand pink to raise awareness.

Carat associate director Sharon Maxwell says: “Wear It Pink is a cause very close to our hearts so to be able to help create such an innovative campaign alongside such great companies and brilliant media partners was a real pleasure. The convergent media landscape now gives us the opportunity to really create stunning content and get it effectively into the right channels and to the right people to drive real business value. And when that business value is for a client such as Wear It Pink, it’s a win for everyone involved.”

Wear It Pink day takes place this Friday (24 October). For information on how to get involved, click here.