Cashmere

National Advertising
Challenge

Toronto, ON

2019

Art Director: Abby Klages
Copywriter: Rob Ramsay

This submission won bronze in the Digital category.

One in eight women will develop breast cancer in her lifetime.* That’s a sobering statistic that affects all Canadians. It’s also the driving force behind Kruger’s decade-long partnership with the Canadian Breast Cancer Foundation. To highlight this partnership, stand out in the bathroom tissue aisle and bring attention to the breast cancer cause, we’re going to colour one out of every eight Cashmere bathroom tissue rolls breast cancer pink. Inside each roll is a self-examination guide that leads users to a dedicated microsite where they can learn more, make a donation and find a local doctor to book a mammogram.

*www.cancer.ca