Carat 'Wears It Pink' With Crowd-sourced Content for Breast Cancer Month

A unique campaign by Carat for breast cancer fundraising initiative ‘Wear It Pink’ has crowd-sourced six videos to run across cinema, digital, social media and out of home channels during Breast Cancer Awareness Month. The campaign launches tonight in cinemas.

Carat used the Genero platform to put out a brief to a global creative community of over 300,000 filmmakers to create six pieces of cost-effective, high quality, shareable video content. The video content is being used to promote the ‘Wear It Pink’ campaign which encourages the public to wear pink and make donations during October.

Genero’s pool of international talent were tasked with creating engaging short films of either 25 seconds or 55 seconds based on the themes ‘Look Good’, ‘Do Good’ or ‘Bored with Beige’. The brief could be interpreted in any way as long as the video matched Wear It Pink’s brand objectives.

47 films were shortlisted and Wear It Pink bought the rights to four different films to be used across all media platforms, with the brief successfully met in a wide variety of different ways:

An animation of a flying pink elephant

Live-action video of young and old and male and female pink-clad fashionistas on a photo-shoot 

Picture postcard of a pink victory parade through the streets of London 

Cartoon of a woman in a colourless world painting her charity stand pink to raise awareness

Genero UK Managing Director Darren Khan said: "Quality branded video content has never been in greater demand, but the flipside of the content revolution is that many marketers find producing a series of high-end films cost-prohibitive. Genero's partnership with Carat and ‘Wear In Pink’ has been hugely successful and proves that Genero's platform, technology and pool of more than 300,000 filmmakers in over 180 countries can deliver multiple short films that are exciting, creative, engaging and shareable. Carat and Wear It Pink were very impressed by the quality of the winning work and it’s the first crowd-sourced, cost-effective, video creative campaign of its kind in the UK.”

Carat Associate Director Sharon Maxwell said: “Wear it Pink is a cause very close to our hearts so to be able to help create such an innovative campaign alongside such great companies and brilliant media partners was a real pleasure. The convergent media landscape now gives us the opportunity to really create stunning content and get it effectively into the right channels and to the right people to drive real business value. And when that business value is for a client such as Wear it Pink, it’s a win for everyone involved.”