Assignment: Breast cancer isn't a single condition. The assignment was to bring awareness to the importance of tailored treatment plans. At the end of the brief, it said don't use pink since "it's been done before."

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Solution: After being advised not to use pink, I saw an opportunity to turn that "don’t" into a "do" while still promoting personalized treatment. Although I shared ideas that avoided pink, the winning concept was "My Shade of Pink." The campaign shows how individuals can express their unique experiences through their own shade of pink—each one represents a different person’s journey with breast cancer. This campaign extended out of digital/social and went on to be an in-person activation.