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Trollbeads / The Danish Cancer Society
Man of the Year 2011 – Concept and campaign developed to Trollbeads and The Danish Cancer Society (Kræftens Bekæmpelse). Together they wanted to create attention to the more than 30.000 Danish men who die every year of a cancer-related illness. Many of these deaths could be avoided if men cared to be checked in time. This Campaign celebrates the Man of the Year, and thereby every man. The campaign was set for three stages; Nomination, Shortlist and Winner. The nomination took place in 250 jewlery shops around Denmark where Trollbeads customers could place their vote to the shop staff. This was a great way to promote the campaign bracelet locally. Five men were shortlisted: Peter Mygind, Thomas Helmig, Ole Henriksen, Mikkel Kessler and Burhan G. They were presented on Facebook, through PR and on the campaign website MAND2011.dk, where the final shortlist vote also took place. For each bracelet sold went 200,- DKK for the Cancer Society's male campaign. This has resulted in more than 250.000,- DKK for the campaign and has established Trollbeads-bracelets as jewelry for men. Campaign and in store material is shown here in layout form together with some PR-pictures of the bracelet photographed by Bo Egestrøm. Oh, by the way... the winner was Burhan G!
Hvert år dør over 30.000 danske mænd af en kræftrelateret sygdom. Mange dødsfald kan undgåes, hvis mænd sørger for at blive undersøgt i tide. For at sætte fokus på emnet har Kræftens Bekæmpelse og TROLLBEADS valgt at hylde årets mand. Det er op til dig, hvem der skal have titlen. Du kan nominere dit bud i en af de 250 butikker*, som forhandler TROLLBEADS i Danmark.
Senere på året kommer en shortliste med de 10 kandidater, og så skal der stemmes igen. Vinderen bliver offentliggjort i november måned. Indtil da kan du støtte sagen med et Årets Mand 2011 armbånd, hvor overskuddet fra salget går ubeskåret til KRÆFTENS BEKÆMPELSE.
* Læs mere på MAND2011.dk