一個為吸引Y世代正視乳癌嘅Campaign

Yoplait Pledge

http://www.facebook.com/YoplaitPledge

Know your girls. Lower your risk. Take the pledge.

Yoplait has raised over $22 million for breast cancer over the past 11 years. This year, they wanted to do even more.

How do you target a campaign to one million 22-year-old girls about breast cancer? More importantly, how do you get them to listen?

Yoplait® asked Publicis Modem to craft a bold, digital educational campaign to educate the Gen Y demographic. So they took to the streets of Facebook with anything but a marketing campaign.

Not only was the campaigns use of a quiz on Facebook bold, but some of the applications went beyond Facebooks current functionality. Some applications locked out boys.

All users can fan the page, pledge, gift risk-lowering tips to their friends, and donate their status, but only women can take the quiz and share their tagged girls with other young women. Sorry guys.

Help educate one million girls. Pledge now at http://www.facebook.com/YoplaitPledge


Client: General Mills
Brand: Yoplait
Agency: Publicis Modem New York
Executive Creative Director: Patrick Clarke
Creative Director: Roald Van Wyk
Art Director: Katherine Kuni
Copywriter: Kate Lummus
Agency Producer: Megan Kelly
Project Manager: Erick Machado
Technical Lead: Drew Ziegler
Production Company: Blacklist
Executive Producer: Adina Sales
Producer: Karen Lawler
Director: Pistachios
DOP: Måns Swanberg
Editor: Måns Swanberg
Colorist: Måns Swanberg
Music and Sound Design: Antfood
Facebook Developer: Vitrue