The multinational manufacturer of consumer products has launched an overseas campaign called “The Promise,” in which it uses custom rings for women to promise they’ll go in for a screening.
We’ve seen custom bracelets and watches used in awareness promos, and we love the new spin of using rings. They’re symbolic of making a commitment, and in the case of breast cancer awareness, that commitment can save lives.
P&G kicked off its promotion at 360 Degrees, a swanky nightclub situated off the coast of Jumeirah Beach Hotel in Dubai. Hundreds were in attendance, enjoying the sunset and live music.
Then, in a sort of mass proposal, guys got down on one knee and presented a ring. Only it wasn’t for a hand in marriage—it was for a promise that their loved one would get a check-up. It wasn’t just guys presenting the rings, either. Friends reached out to friends for a commitment to get checked.
Black rings symbolized a commitment to take a woman for a screening, and pink rings symbolized a promise to attend the screening. It’s kind of hard to forget when you have a tangible reminder right in front of you, slipped directly on your ring finger.
Can promotional products help save lives? P&G shows they can—one promo item and one promise at a time.
Promo know-how tip:
Hosting an event is a great way to kick off an awareness campaign and put promotional products in your audience’s hands. Consider handing out promo items as guests arrive or including them in a bag at the end of the event.