Charged to promote a story Ford had created—a 14-minute documentary called "Bang the Drum: Living Out Loud in the Face of Breast Cancer" that features the company's Models of Courage, survivors who model Warriors in Pink products—Havas PR suited up and got to work spreading its video story to other storytellers, putting a viral twist on traditional campaign advancement.
“Bang the Drum" tells the stories of the Models of Courage, 11 survivors chosen by Ford for their embodiment of the strength, optimism and courage it takes to fight the disease. The breast cancer awareness category was mired in pink noise created by brands using "me too" marketing strategies.
To help promote "Bang the Drum," Havas held documentary viewings at the Hearst and Meredith buildings in New York City and the Meredith building in Des Moines, Iowa. A Model of Courage attended each event to share his or her personal story and to answer any questions about Ford's Warriors in Pink and/or personal questions from the captive audience of writers and editors from dozens and dozens of top women's magazines.
The campaign surpassed the 1 million mark for viewer impressions of "Bang the Drum" (on fordcares.com and YouTube) and has gotten more than 160 million total impressions for our Breast Cancer Awareness Month push for Warriors in Pink—more than twice the record-breaking coverage Havas secured for Ford the year before. —Bill Miltenberg
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