The agency’s “#2fingers2breastcancer” campaign invites women to take a snap of themselves crossing their fingers, replete with pink nails, making a sign resembling the pink ribbon – the international symbol of breast cancer awareness and share using the phrase ‘Paint, Pose & Pass it on’. People who take part in the campaign can text the word ’NAILS’ to 70660 to donate £2 and use the caption: “I’m giving #2fingers2breastcancer” when sharing their photos.

Advertising Agency: Rainey Kelly Campbell Roalfe/Y&R, UK
Creative Directors: Ted Hughes, Paul Angus
Art Director: Pieter Konickx
Copywriter: Amy Westbrook
Planner: Laura Scoffin
Account Manager: Amarpreet Lall
Account Director: Olly Boden
Agency Producers: Amy Torbett, Martin Caulfield
Account Executive: Camilla Ahwazian