Bioflow x The Pink Ribbon Foundation - partnership launch
Announcing and launch a two year fundraising partnership between Bioflow and the Pink Ribbon Foundation ahead of 2019’s October Breast Cancer Awareness Month to consumers via a media and influencer based strategy over a two-month period targeting print, online and broadcast platforms.
Part of the partnership saw Bioflow launch a dedicated pink Sport Flex Magnetic Therapy wristband, sales of which will raise money for the Pink Ribbon Foundation. The Pink Ribbon wristband will retail at £30 with Bioflow committing 10% of sales of all Bioflow Pink Ribbon bands to the Pink Ribbon Foundation. Money raised is invested into important care and support for breast cancer patients, their families and carers
A three tiered approach of news generation, media gifting and product placement was taken to launch the partnership. An announcement release was syndicated to all lifestyle, wellness and news media including information on the support Bioflow brands ambassadors England cricket hero Jonny Bairstow, professional golfers Minjee Lee, Scott Jamieson, Lee Westwood, Lucas Herbert and Alex Marshall were showing by wearing and supporting the sale of the bands.
A creative media drop to over 150 top journalists and influencers within the lifestyle, wellness and sporting realm was arranged to kick start social media coverage and buzz all ahead of #breastcancerawarnessmonth in October. The third and final stage of the campaign kicked off as key national sporting TV programmes and awards were targeted for placement to reach a wide and relevant audience.
A range of coverage was secured across national, regional and broadcast media along with product placement for a leading award ceremony celebrating women in sport; highlighting the partnership of the sporting wrist band with a leading breast cancer awareness platform.
Placement within lifestyle media enhanced the brand’s positioning as an overall wellness product whilst placement within sporting titles sustained the brands ongoing presence to their core sporting audience. Placement on Sky Sports’ Soccer AM Saturday show, included all show hosts and guests such as Jimmy Bullard, John Fendley, and Jose Enrique wearing the pink bands.