A cultural and awareness event for breast cancer prevention, where one artistic gesture united a live show and a 360° campaign — merging art, emotion, and collective strength for Pink October 2025.
Since its creation in 1992 by Evelyn H. Lauder, the Pink Ribbon campaign has embodied a global movement of hope for millions of women affected by breast cancer. In France, through the Prix Ruban Rose, over €13 million have already been donated to research.
Over time, however, Pink October became widely adopted by brands, blurring its origin.
The challenge was to reclaim ownership, restore Ruban Rose’s legitimacy, and reconnect emotionally with the public.
Goals:
• Promote prevention and early screening, as 1 woman out of 8 is affected.
• Encourage donations to support research and innovation.
• Thank patrons and partners, and generate media visibility to amplify the cause.
• Bring together an eclectic audience — influencers, scientists, artists, political figures, companies, partners, and women affected — united by one gesture and one shared commitment.
The creative idea was to turn awareness into a living artwork — to make people feel before they understand.
We, together with Ruban Rose and choreographer Sadeck Berrabah, imagined one artistic gesture as the common thread between the live show and the 360° national campaign.
The gesture, inspired by the key fact that 1 woman out of 8 is affected by breast cancer, became a powerful symbol, repeated, shared, embodied by dancers, women, and the public.
We chose to rely on culture and art as universal languages, capable of engaging all audiences, from citizens to institutions, beyond age, gender, or background. Dance connects directly to the body, revealing both its fragility and strength, echoing the reality of those touched by the disease.
Through dance, voice, and movement, art expressed prevention, strength, and resilience.
The originality lay in the fusion between cultural performance and awareness communication, uniting show, campaign and collective emotion.
