This morning I was surveying a familiar scene — Toronto subway passengers reading the the Metro free daily. However, the scene was a little different than usual:
The Metro went pink this morning in support of the Run For The Cure, a breast cancer research fund-and-awareness raiser.
What struck me about this was the power of the concept and the profound effect all those pink newspapers had. It really changed my ride to work, and definitely made me think more about the charity and the event.
What do you think about the pink newspapers? What similar executions have you seen? Were they were effective in communicating their message?
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Wow - what a great idea this was. The reason it works so well is that “pink” is already so well branded as the colour for breast cancer awareness. The marketing person recognized this fact and then put it into motion with something like this is one smart cookie.
I don’t ride the subway normally, so I’m sorry I missed it. If you can own a colour like pink and make it synonymous with your brand, then efforts like these are definitely intelligent thinking about permeating the collective consciousness on mass transit. I’d love to know if they did any exit interviews of people leaving the transit system to see the percentage breakthrough for the message. How many people were wondering why the papers were pink, who didn’t normally pick it up as a regular reader of the The Metro paper? Did it’s reach extend beyond the people who actually picked up the paper and read the message about why the paper was pink that day? These types of halo effects, and the extent of the visual impact to second level consumers getting the message by osmosis, before they actually READ the message, always fascinates me. I’d love to know just what the reach was by doing this, beyond those who read the actual Metro paper.
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