Breast Cancer Network Australia continually aid brand awareness to draw attention to the work they do, and to raise funds.
A Pink Torch was the simple product solution used to promote awareness through crowd branding to create a public & media spectacle.
Pre match at dusk, over 15,000 attendees were asked to walk onto the MCG field and stand within a marked out stencil to form the BCNA Pink Lady brand and flash their torches towards the sky. This allowed the audience to engage with each other, pause for a moment of silence for those who have been lost to breast cancer. This provided a spectacular vision on the ground and from the air where vision was broadcasted via media helicopters.
Results: media exposure included a national live broadcast Channel 7 to over 1 million viewers plus thousands of dollars raised in Pink Lady branded merchandise sales.