Turning Awareness
into Action
For Pink Ribbon, visibility isn’t just about recognition, it’s about fueling cancer research, which depends almost entirely on fundraising. Since 2020, Mellakka, together with N2 Creative as the creative agency, has been the trusted PR partner helping to amplify the campaign’s voice and ensure that its message reaches a wide and diverse audience.
Scope: PR | Collaborative Coaching | Events | Influencer Collaborations | Promotions
APPROACH
Each year, Mellakka designs activations that keep the campaign relevant, heartfelt, and consistent across all touchpoints. By combining social media, PR send-outs, and dedicated PR events, we tie together the core story of the Pink Ribbon campaign in meaningful ways.
PR Send-Outs:
Always rooted in the campaign’s essence, the send-outs highlight the annual ribbon designer and their story, alongside clear information on how to contribute.
Events:
These have mostly taken the form of influencer breakfasts or lunches that focus on sharing knowledge and sparking conversation. In 2024, we expanded the concept with K-Group, one of Pink Ribbon’s key partners, by hosting an inclusive event at their headquarters. K-Group’s employees were invited to take part in the warm, uplifting atmosphere, which featured a live performance by the year’s ribbon designer, Vesterinen Yhtyeineen.
Looking Ahead:
For 2025, Mellakka will collaborate with Pink Ribbon partner Lindex to host a more intimate influencer breakfast. For the first time, we will also pilot collaborations with influencers who have personally experienced cancer, ensuring authentic voices are at the heart of the campaign.
HIGHLIGHTS
Breaking records:
Together with N2 Creative, Mellakka has helped Pink Ribbon achieve year-on-year growth, with new fundraising records set each campaign season.
Influencer engagement:
Influencers continue to amplify the campaign authentically, often sharing personal stories and experiences with cancer, leading to both high-quality and high-volume content.
Emotional impact:
The campaign resonates widely, striking a chord with audiences across demographics, and reinforcing its position as one of Finland’s most impactful charitable initiatives.
