The challenge
Awareness needed a simple social signal that organisations and employees could join together.
The human insight
Participation spreads faster when people can recognise it immediately without reading a long explanation.
How the mechanic worked
Employees and partner organisations wore pink, posted photos, illuminated landmarks and connected the visible symbol to awareness and screening activity.
How people participated
Workplaces, partner organisations, public spaces and social pages became the distribution layer.
See the original campaign
What Praava should learn
Make participation instantly recognisable and connect the symbol to a clear health truth.
What Praava will not copy
Do not copy the colour ritual. Praava should create an original participation device that carries information, not only colour.