Zenzi’s longstanding client The Keep A Breast Foundation takes an innovative approach to educating teens about breast cancer, with grassroots education and awareness program including the wildly successful ‘I Heart Boobies’ campaign. Recently, a Federal court case overturning a school district’s ban against the bracelets has resulted in incredible top tier national media exposure, including the thought-provoking article below.

Baby-pink ribbons they are not. But a federal judge in Pennsylvania has ruled that “I ♥ Boobies” bracelets — worn as breast cancer awareness accessories — are not lewd, either, and overturned a ban on them at a public middle school there.  After the Easton Area school board’s vote on Wednesday night to appeal the decision, school districts around the country are watching the case, in part to learn the fate of their own prohibitions against the bracelets. But the dispute could also set a precedent for administrators’ authority to determine what is too lewd or vulgar for their schools.

The Keep a Breast Foundation has been making the bracelets since 2004, said Kimmy McAtee, a spokeswoman for the foundation, a California-based nonprofit, but interest in them has been on the rise over the past two years. Their intent is to spark conversations among girls and women ages 13 to 35, Ms. McAtee said.

Read the full article in the New York Times here.

Challenge: Emergen-C tasked Zenzi with the goal of promoting the Emergen-C brand and the company’s commitment to the cause of breast cancer awareness. Emergen-C’s objective was to promote its “Pink Lemonade” product to a youth demographic and make the community aware that 50% of proceeds for this product went to support their cause marketing partner, the Keep A Breast Foundation. Zenzi proposed a state-wide college tour with a wrapped RV bus, a great cross-promotional partner, “cool” giveaways and a doctor on board to educate women of the importance of breast health.

Solution: Zenzi conceived and planned a State-wide college tour with a wrapped bus, a great cross-promotional partner, “cool” give aways and a doctor on board to educate women of the importance of breast health. Zenzi chose the perfect cross-promotional partner in Roxy the girls action sports clothing brand, branded the tour and the bus wrap with a cool youthful look. The tour kicked off at the Roxy Jam surf contest in San Diego. Zenzi coordinated and contracted with UCSD, UCI, UCSB, USC, Cal Berkeley to promote and sample Emergen-C and educate college women on Campus about breast health and the importance of self examination. Giveaways included Roxy flip flops, cotton candy, and pictures with celebrity surfers.

Results:

An estimated 10,000 samples were given out, Over 60, 000 students were exposed to the Emergen-C branded tour bus and the bus toured up and down the coast of California for 10 days with great exposure to the general public. The campaign Secured over 453,226,983 media impressions, including print, TV, radio, and online. It was talked about in college dailies and the buzz around the display was felt well beyond just the girls who participated.

Emergen-C and Roxy join forces to raise funds for Keep A Breast

College students flocked to the Roxy booth to make flip flops

Art students painted casts to raise awareness during college tour

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