For Pink Ribbon month in 2007, 'Mount Franklin' focused on bringing people together in the fight against breast cancer. We ran a multi-tiered campaign that consisted of three main parts: Well of Positivity, Inspirational Quotes and Every Mouthful Helps. Each was designed to spread goodwill and help raise awareness for the National Breast Cancer Foundation. The results were outstanding.
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2007 was all about bringing people together in their fight against breast cancer by encouraging them to share their personal experiences, exchange wisdom and to embrace positivity.
The campaign launched with the unveiling of a new television commercial, which reinforced the idea that by thinking and acting positively we can all make a big difference in the world. We also created a series of print and online advertisements, and released a series of NBCF ambassador-inspired bottle designs.
Well of Positivity
During Pink Ribbon month, we asked people to bring their positive experiences to life and spread their messages through the Well of Positivity.
The Well was a website that allowed people to leave messages, add comments or just read through the words of hope, wisdom and inspiration. For every message that was added to the well, 'Mount Franklin' donated $1 to the National Breast Cancer Foundation. By the end of the campaign, 'Mount Franklin' had fulfilled its pre-committed target of $250,000.
"In bringing to life the Well of Positivity and making every drop count, we hope to start a tidal wave of positivity throughout Australia." - Rena Chatterjee, Mount Franklin
Inspirational Quotes
Before the launch of the Well, we asked three NBCF ambassadors and a breast cancer survivor to design artwork that would be featured on the Mount Franklin Lightly Sparkling 250ml bottles.
In addition to their exquisite designs, Kim Watkins (presenter on 9am with Dave and Kim), Sara Groen (Channel 7 weather presenter), Bianca Dye (NOVA radio presenter) and Amanda Maltabarow (cancer survivor) offered some words of inspiration, excerpts of which also featured on the bottles.
"Being touched by breast cancer through my mum has made me appreciate simple moments and time with loved ones. Facing the unknown taught me to let go, embrace each day, and also realise the importance of early detection, continued research, and education." Sara Groen
"Life is a journey filled with unknown possibilities, hence why the most important thing in my life is my family and the love I share with them. I'm very protective and make sure that every moment brings happiness and joy." Kim Watkins
"There is no such thing in anyone's life as an unimportant day. Life is there to be enjoyed and lived. If there is one key message I would like get across to everyone it is the importance of early detection." Bianca Dye
"Tell people you love how important they are. Even if they already know it, tell them again." - Amanda Maltabarow, breast cancer survivor
Every Mouthful Helps
To support the launch of the Well of Positivity, 'Mount Franklin' created six witty and thought-provoking print and online advertisements. They were designed to get people thinking about the effect and power of positive thinking. One example featured the story of the sweet but somewhat clumsy bumble bee. You can see this ad in the gallery.
"Mount Franklin has been innovative in its approach to raising both awareness of breast cancer in our community and the vital funds for much needed research." - Ms Sarah Murdoch, NBCF Patron
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Download the Drink positive. Think positive. video below.