Black Chicken Remedies create Mighty Acts of Pinkness for breast cancer

23 September 2019

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Crybaby Productions helped bring the campaign to life.

In support of Breast Cancer Awareness Month, Black Chicken Remedies has launched its ‘Mighty Acts of Pinkness’ campaign to generate funds for the National Breast Cancer Foundation (NBCF).

Black Chicken Remedies has turned its Axilla Natural Deodorant Paste pink with $2 from every jar sold will be donated directly to breast cancer research.

This year both Axilla formulas, including Original for active, sporty types and Barrier Booster for sensitive skin, will be part of the Pink Product fundraiser.

A Mighty Acts of Pinkness revolves around the act of pinkness (kindness), purchasing a pink edition product for yourself and also paying it forward through gifting or sharing it with someone you care about, like your mum, sister, daughter, bestie, wife or partner.

“As a woman and founder of a skincare and wellness brand with a philosophy based on supporting health and well-being, raising funds for breast cancer research with our hero product Axilla Deodorant Paste is an initiative we’re proud of," Black Chicken Remedies CEO and founder Chey Birch says.

"As a corporate partner given the NBCF does not receive any government funding, our objective is pretty simple – we aim to raise $40,000 for game changing research.”

Cry Baby Productions was called on to produce the video content and bring the campaign to life.

“Working with Black Chicken Remedies on this project was a true collaboration,” Crybaby Productions creative director Clare Alstin says.

“Our client came to us with the initial idea of ‘A Mighty Acts of Pinkness’ … and, well we thought they had nailed it. They really know their brand inside and out.”

Faced with a tight schedule the production process came together incredibly quickly.

“Our first step was to brainstorm those little acts of kindness that make a positive difference in our lives every day,” Alstin says.

“We then specifically wrote the script so it felt a little cheeky and backhanded, before shooting each scenario of ‘pinkness’ on a stylised pink set with pink styling, to match the pink tone of the Axilla packaging.”

To complete the production Crybaby worked hard on timing the edit with a voiceover to make it feel fun and engaging with a clear call to action: to pay it forward.

The campaign aims to help the National Breast Cancer Foundation reach its goal of zero deaths from breast cancer by 2030.

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