RKCR/Y&R Gives Breast Cancer the Two Fingers with Selfie Campaign

Rainey Kelly Campbell Roalfe/Y&R has launched a social media campaign for its agency charity for this year, Breakthrough Breast Cancer - getting people to paint two of their nails pink and give two fingers to breast cancer.

The agency’s “#2fingers2breastcancer” campaign invites women to take a snap of themselves crossing their fingers, replete with pink nails, making a sign resembling the pink ribbon - the international symbol of breast cancer awareness and share using the phrase ‘Paint, Pose & Pass it on’.

Rainey Kelly Campbell Roalfe/Y&R seeded the campaign, initially through agency staff’s social media channels, and less than 24 hours after launch, it gained over one million impressions on Twitter with keen interest from influential UK bloggers and celebrities. 

Beauty blogger Tanya Burr, media personality Michelle Heaton and Made In Chelsea star Rosie Fortescue are among those tweeting their support.

The campaign encourages people to share their ‘two finger selfie’ across Twitter, Facebook and Instagram, and send a text to make a small donation to Breakthrough Breast Cancer. They are encouraged to tag / nominate friends to do the same.

People who take part in the campaign can text the word ’NAILS’ to 70660 to donate £2 and use the caption: “I’m giving #2fingers2breastcancer” when sharing their photos.

Rainey Kelly Campbell Roalfe/Y&R is providing fundraising support for Breakthrough Breast Cancer on a pro bono basis, after choosing it as its agency charity for 2014.

Credits

Creative Director: Ted Hughes and Paul Angus

Art Director: Pieter Konickx 

Copywriter: Amy Westbrook 

Planner: Laura Scoffin 

Account Manager: Amarpreet Lall

Account Director: Olly Boden 

Agency Producers: Amy Torbett and Martin Caulfield 

Account Executive: Camilla Ahwazian