Telus

When Telus wanted to get the word out about its breast cancer initiative (in which $25 from the sale of three BlackBerry models would be donated to breast cancer research), Taxi recommended a social media approach.

The concept was “Go Pink” and the centre of the campaign was a pink chameleon. Creative elements encouraged Canadians to do one simple thing: for every Facebook profile picture that was turned pink, Telus would donate one dollar to breast cancer research.

In October, Breast Cancer Awareness Month, the campaign appeared in multiple media environments to prompt 50,000 Canadians (the original goal) to participate.

Elements included interactive shopping mall kiosks encouraging people to touch the chameleons that appeared on screen to turn them pink, as well as online banner ads that turned pink every time the chameleon appeared on screen.

After increasing the commitment to $200,000, half a million people had turned their pictures pink and the $200,000 goal was met within two weeks.

In all, 817,000 people turned pink, and 442,770 new Facebook fans emerged, 55% of whom shared or invited friends to participate. Pink appeared on 250,966 newsfeed posts and had 333,563 global shares. Between the funds raised through phone sales and Facebook participation, “Go Pink” resulted in a $2.45 million donation, almost double the target.