Client
Breast Cancer Research Foundation X Ulta Beauty
Project
multi-year fundraising platform, video, social, experiential
Every two minutes in the United States, a woman is diagnosed with breast cancer. She begins treatment. There is fear. There is doubt. There is a loss of physical identity. And hopefully with successful treatment, there is recovery and a return to self.
Every year, Ulta Beauty partners with the Breast Cancer Research Foundation to raise awareness about the importance of research. The following work helps to do just that.
Ulta Beauty wanted to reveal how crucial advances in breast cancer research are by documenting something most people take for granted: a haircut. Through a former colleague, I was introduced to Tracy and stumbled across some of her photos documenting her treatment. I knew we needed to tell her story.
The video was featured on Adweek and AdForum, was named “Creative Work of the Year” on The Drum and was awarded a Clio, Shorty, One Show merit and an Effie. But even more valuable, the work was a source of inspiration for the breast cancer community. The Breast Cancer Site named it “the best breast cancer PSA ever.”
Ulta Beauty knew there was strength in beauty and wanted to prove it. So we talked to countless women battling breast cancer and many claimed that something as little as a touch of lipgloss, some eyeliner or even a luxurious moisturizer would make them feel stronger and more like themselves. Michele, Debbie, Shanette, Uzma and Ashley are just a few of those women.
It only costs $50 to run a breast cancer research lab for one hour. To prove that even the smallest donation can make a big impact, we opened an Ulta Beauty pop-up store where beauty products were not priced in dollars, but rather minutes of breast cancer research. Shoppers quickly learned that for something as little as the cost of a lipstick, they can literally buy time for women with breast cancer.
The “Time is a Beautiful Thing” campaign garnered over 22 million impressions, helping Ulta Beauty raise over $4 million for their charity partner, the Breast Cancer Research Foundation. Oh. And it won a gold Effie, too.
