Source: Adweek
Havas Chicago has installed a regulation-size boxing ring in its office and is inviting guests to literally „beat“ the deadly disease (at a bag, not each other) as part of a new „Breast Cancer Fight Club“ campaign.
Punches are digitally tracked, with wall monitors keeping count, and Havas is donating 25 cents per punch to The Pink Agenda, a nonprofit group supporting the cause.
Explaining the reasons for going with a boxing theme for Breast Cancer Awareness Month, Madeline Myers, content writer at Havas’ The Annex, said: „The feeling of fighting back isn’t just on the person battling the disease, it’s on the support system as well. For me, boxing allows people to actually feel the fight. Right hook, left jab, punch after punch—when you take a stand and get active, the energy you exude energizes others around you.”
„It’s a reaction the to the passive pinkwashing of breast cancer awareness,“ said Jason Peterson, Havas’ U.S. creative chief. “This all started four years ago when I was walking in the city and saw pink on the buildings. I knew we could do something better. This is not a passive disease, and it needs to be met with a complete and utter punch in the face.”
