Chiquita has always had a strong social responsibility, with a special attention on health issues. On the occasion of Breast Cancer Awareness Month, the brand has launched “Pink About It”, a CSR campaign to raise awareness on breast cancer.
The visual is iconic and striking: two bananas, side by side, recall the décolleté of a woman. One of the two slowly disappears leaving an empty space, while the copy reveals the insight of the campaign: early detection can give you a chance, don’t let it fade.
The campaign is integrated and crossmedia, and lives in a communication environment with many different touchpoints, both online and offline.