•To reach women everywhere and give them a nice and comfortable CRYSTAL LIGHT t-shirt to wear. However, once women wore the shirt they felt an uncomfortable thing on their breast. Once women felt this they saw there was a tag with a small pearl and the message “Don’t wait until it’s too late, take the test”.•We went to different places where we could find women, gyms, malls, etc.

Women were surprised and shocked. 53% of women that were reached through this effort said to have a real intention of getting tested. Although no formal research has been done after this effort, women who were reached showed a positive reaction and a strong connection with Crystal Light and the message it was communicating through this effort.Since this was a brand building effort, it can’t be immediately linked to sales. This type of efforts will show sales profit, consumer awareness and loyalty long-term.