By Alessandra Malvermi, Sound PR*
More than 14,000 women and men wearing sparkling pink ponchos scrambled onto Australia’s most famous sporting arena, the Melbourne Cricket Ground, last Friday to form a giant pink lady silhouette.
The silhouette represented the pink logo for the Breast Cancer Network Australia (BCNA), one of Australia’s most widely-known, non-profit organisations. The men and women who took to the field (supporters, friends, survivors) were part of an extraordinary event which recognises all Australians diagnosed with breast cancer.
The event is a great example of a successful brand and consensus promotion. It shows the importance of creating a big idea and giving people something interesting to talk about.
Yet, as extraordinary as the event was, it does not alone make a campaign.
These type of promotional events can become a waste of time and effort, if they are not established on a solid communication platform. It’s critical, indeed, to define clear objectives and messages, build a solid strategy. Any event, as extraordinary as it may be, is always a medium. It is neither the goal nor the campaign.
Fortunately, the BCNA understands this important communications rule. As a result, the organisation’s strategic and integrated campaign of ambassadors, media publicity, web activity and events, including the giant pink lady silhouette, has been able to generate extensive media coverage and stakeholder interest across all mediums.
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* Alessandra Malvermi is principal of Sound PR, Milan, our affiliate agency in Italy. Sound PR is a member agency of the Public Relations Global Network (www.prgn.com). Visit Sound PR at http://www.soundpr.it/
