KROGER BREAST CANCER AWARENESS
Every year, Kroger runs a program called "Giving Hope A Hand". Every year, Kroger asks brands to buy into the program and help them drive awareness and action around a cause that is very close to their heart. We decided to feature their employees in our signage and tell their stories in unique ways. (In partnership with TracyLocke)
We wanted to break the mold from everything you tend to see in breast cancer awareness ads with bold, positive messaging and uplifting imagery. It was also a crucial part of this program to convey that "survivors" don't only encompass those who were diagnosed with cancer, but their support systems as well.
Here we are featuring Jan and her granddaughter, Harley.
Riding the success of 2010's execution we needed to make things bigger and better. This year the challenge was integrating the NFL to our program and we locked down Eli Manning and Mark Sanchez to be our Kroger employees supporters.
JOIN OUR TEAM against breast cancer was the clear message while we showcased our survivors in strong, proud, confident poses.
Here we are featuring Betty alongside Eli and Mark.