The Challenge: Due to the rise in breast cancer cases, GlaxoSmithKline Pharmaceutical collaborated with Breast Cancer Welfare Association (BCWA) to help spread awareness on breast cancer and help those who are already suffering from the disease but cannot afford the treatment. The budget was virtually zero, and thus a need for a creative way to get attention and raise funds.Objectives: Generating awareness on breast cancer and raise funds given a very limited budget.

Insight: Most people have the heart to help but they get overwhelmed by what could be required of them. They get intimidated by the bigness of what others give, versus what they can afford and are willing to give. Other breast cancer charity activities are big events such as dinners, auctions, marches, etc.

Strategy: The "Be a Pink Angel" campaign sought to make ordinary people feel that they could make a big impact even in small ways. They were already a Pink Angel just by doing a simple and enjoyable act of kindness.

Results: The simplicity, uniqueness and charm of the campaign earned it MYR 1.8 Million (US $ 612,104) in PR value and raised MYR 40,000 (US $ 13,163) in just six weeks!

Guerilla Teaser - Looking for Pink Angels:A team went around with placards saying "Looking for Pink Angels" and "Wanted: Pink Angels" - this was recorded and spread as a viral videoPink Doughnuts Sale:For every pink doughnut combo sold at J.CO Donuts & Coffee MYR 2 was donatedPink Angel Kite Sale:Pink kites in the shape of angels were sold for 10 MYR eachPink Feathers Outdoor Ambient:Pink feathers with a clipped message were left on car windshields directing to the Facebook pagePost a Pink Photo Online:People were invited to post a pink photo of people or items and tag them as "Be a Pink Angel" to direct viewers to the Facebook pageBe A Pink Angel Facebook Page: A Facebook page created for sharing information Finale Event - Kite Flying:Pink angel kites filled the sky in the park to show support and encouragement to breast cancer patients.

For a campaign that ran merely six weeks, the results were more than what GlaxoSmithKline and BCWA expected. They barely spent anything and almost every component of the campaign was through the contribution of supporters.Objective 1: Raise Public Awareness on Breast Cancer• Total PR Value: MYR 1.86 Million (US $ 612,104); ROI = 47% • Total Facebook Fans: 849 • Total photos uploaded for Show Yourself Pink Angel: 3,871 Objective 2: Raise funds for helping needy breast cancer patients and spreading education on breast cancer • Total funds raised from selling Pink Angel kites and doughnuts: MYR 40,000 (US $ 13,163)o The 10,000 pink angel kites sold to the public were printed by suppliers for freeo J.CO. supplied doughnuts and drinks at the media launch and finale events for free.