RECONSTRUCTING A CONTROVERSIAL CAMPAIGN TO SERVE A GOOD CAUSE.
The controverse
Every year fashion store ZEB launches a controversial campaign. This year, in a cry for attention, they gave away €5000 worth of cosmetic surgery. A treat for the press, and a shock for everyone.
To participate in the contest you had to go to zebcutsthecrap.be (translated from Zebwindtergeendoekjesom.be)
The hijack
One day later we hijacked this campaign with a new website: benetietcutsthecrap.be. (translated: Benetietwindtergeendoekjesom.be It showed a reply to claim te prize by Yamina Krossa, founder of Belgian non-profit and fundraiser Benetiet. After suffering from breast cancer, she discovered health insurance doesn’t cover the cost of a breast reconstruction. Why? Because it’s considered cosmetic surgery.
The outcome
One clever reply gained support on social media. 3100 fb-shares and 11.190 website visites got Yamina on radio and major news channels. Stealing the attention a notorious retail brand was seeking, and using it for a good cause. The result: €5000 from ZEB. But most importantly: a broader knowledge of Benetiet and its mission and a place on the political agenda.