The Pink Ribbon campaign from The Swedish Cancer Association (SCA) has been an annual campaign in Sweden since 2003. A hugely successful campaign that gave the Swedish people both hope and a belief that a breast cancer diagnoses no longer needs to be a death sentence. There has been an increased survival rate but continued financial support for cancer treatment research is of absolute importance.

Come Give Me Love tells the story of two young sisters whose life gets turned upside down when one of them gets diagnosed with cancer. Through intimate scenes we follow the story from the younger sister Saga’s point of view. Her big sister and hero are suddenly forced into cancer treatment just when her life as a young adult is about to start. Saga feels powerless and scared when someone she’s been taking for granted slowly slides away in front of her eyes. Everything correlates with the lead music. In the song Gardestad (only 17 years young at time of recording) sings about a love one who slides away and his willingness to keep fighting for it to stay.

The Swedish Cancer Association has reached better results when the find the opportunity to emotionally engage. Crafted storytelling has historically been successful and something SCA wished to continue exploring. Breast cancer mostly affects women middle age and over. But unfortunately, anyone can still be diagnosed. By choosing to portray two young women and their struggles the film becomes unpredicted and grabs the attention of our viewers.

Come Give Me Love ran nationwide in Swedish cinemas October 2019 accompanied by organically spread videos in SoMe.

The Pink Ribbon campaign 2019 raised 94 million SEK, a new record high and an increase with 12% procent from previous year. One of every third Swede noticed the campaign*. 16% of all Swedes donated to the campaign in October. *Integrated campaign where this was this film was the hero.