Breast cancer patients often cut off their hair before chemotherapy makes it fall out. This is an extremely painful moment for most patients as it makes them feel as they are losing part of themselves. Our objective was to give one patient the opportunity to help other patients by transforming pain into hope.

For cancer patients, losing their hair is a painful reality to come to terms with.?So how can we transform this pain into something beautiful? By turning a lock of their hair into a unique diamond and let the world come together to make it the world’s most precious stone by donating to raise its value. A stone that will help fund live-saving research against stage IV breast cancer.

On the first day of Pink October 2019 we shared Danielle’s story to the world to inspire people to join the fight and increase the value of her diamond by donating to make it the world’s Most Precious Stone.?A stone that will help fund live-saving research.

Through a beautiful film, print ads, OOH in Milano, Roma, Singapore, Manilla, Time Square in NYC and banners we shared Danielle’s story to the world.

The campaign garnered over 120 million media impressions across the globe, fundraising pack requests rose by 83%, increasing donations by 60%, making more revenue than the association has ever made during a Pink October. In the end, Danielle’s diamond helped raise 124,578.59 dollars for Against Breast Cancer, making it truly the World’s Most Precious Stone.