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Special Project

Special Project
From the 11th Annual Shorty Awards

#PurposeInPink: Raising Breast Cancer Awareness in Support of the American Cancer Society

Entered in Social Good Campaign


In the U.S., the number of new cancer cases per year is expected to increase to 21.6 million by 2030. About one in eight women in the U.S. will develop invasive breast cancer within her lifetime. There are plenty of people familiar with the pink ribbon as an international symbol of breast cancer awareness but not many know where to find educational tools on early detection, the role of nutrition, and overall support.

We are driven by our purpose to make the world healthier and happier and are proud supporters of the American Cancer Society. Our #PurposeInPink campaign sought to increase awareness around the impact and risk of breast cancer, provide vital information for patients, caregivers, family members and those looking to reduce their risk, as well as encourage our engaged social community of millions of followers to rally behind this important cause. Beyond donating to the American Cancer Society to help support their active programs and research, our goal was also to increase the visibility of all aspects of their mission by sharing personal stories from our community, creating a touchpoint for support, and connecting our audience to their extensive patient and caregiver resources.

Through an integrated campaign, both on- and offline touchpoints were utilized to share the experience, and each of these prompted a new way for supporters to share, specifically using social media.

By combining all of these elements together into a cohesive campaign, we aimed to showcase the power of community and working together to help make the world healthier, happier and free from breast cancer.

Strategy and Execution

In honor of National Breast Cancer Awareness Month in October, we unveiled our #PurposeinPink campaign. We encouraged our global community of 8,300+ employees, 4 million Herbalife Nutrition independent distributors and customers, and 200+ sponsored athletes and teams to get involved. Activation included changing the iconic trileaf in the Company's logo to pink across multiple buildings including the global headquarters located at LA Live, a highly-trafficked tourist destination and major hub of conferences and events in downtown Los Angeles. Posters and hallway signs throughout Company buildings featured campaign messages, personal stories from breast cancer survivors, and key statistics and research from the American Cancer Society. For the month of October, the packing tape on all product shipment boxes was pink, campaign branded and included the #PurposeInPink hashtag. Information from the American Cancer Society was also included on the backs of packing slips and invoices. For those picking up product orders at Herbalife Nutrition distribution centers, signs and cut outs were placed in key locations to encourage people to take photos and share across social media. Employees were given our custom Herbalife Nutrition/American Cancer Society co-branded pink water bottles and encouraged to share their own photos on social media and through internal employee engagement channels, like the intranet and Company-wide newsletter. Additionally, we connected with several of our high-profile sponsored athletes to help drive awareness among their fan bases and social audiences to further the reach and impact of our campaign message. Social media was the hub of our #PurposeInPink campaign, where we changed profile pictures and cover photos to pink for the month and leveraged multiple content types to engage our audience including infographics, animations, illustrations, blog posts, user generated content, and photography, as well as videos featuring personal stories from breast cancer survivors within the Herbalife Nutrition community. Infographics featured the alarming statistics as a way to educate the public on early detection, screening and ways to reduce risk factors. A custom pink frame was created for the Facebook community to change their profile picture and digital stickers were made available via GIPHY for use across digital platforms, messenger apps, Twitter, Instagram Stories and more. Blog posts and videos included personal stories and reinforced the need for early detection, screening and support systems. We coordinated with Herbalife Nutrition-sponsored professional triathlete, Heather Jackson to share photos of her wearing pink, using our co-branded pink sports bottle and posting with our branded hashtag during October. This is especially significant considering that Jackson competes in the Ironman World Championships in Kona, Hawaii, which also takes place in the month of October. She placed 3rd at the Ironman World Championships in 2017, and by including this messaging as a part of her media tour leading up to the event, there was heightened visibility for the campaign among both our audience and hers.


The campaign surpassed all expectations, and most importantly, our community rallied around the need to come together to raise awareness and funds in support of the American Cancer Society. Across social media, more than 3,500 posts with our #PurposeInPink campaign hashtag earned nearly 9 million impressions. On our corporate social media channels, posts supporting the #PurposeInPink campaign had a total reach of more than 5.1 million and earned over 330,400 video views and 171,500 total engagements. Feedback from partners like the American Cancer Society, sponsored athletes, employees, independent distributors and customers, was overwhelmingly positive. Bringing our global community together to rally around our content, information and cause, resulted in increased loyalty, engagement and stronger relationships with our key stakeholders and audience.


Video for #PurposeInPink: Raising Breast Cancer Awareness in Support of the American Cancer Society

Entrant Company / Organization Name

Herbalife Nutrition


Entry Credits