Issue
Breast cancer awareness was a core pillar of Samsung’s corporate social responsibility programme.

The objective was ambitious: drive meaningful awareness among 400,000 women across multiple European markets while ensuring the initiative felt authentic rather than corporate-led.

Insight
Awareness campaigns often generate visibility but limited action.

To create real behavioural impact, the message needed to move beyond information and encourage personal commitment. By reframing awareness as a shared, collective movement, participation would feel empowering rather than instructional.

Idea
I contributed to developing an integrated, multi-market campaign, More Than Talk, in partnership with Breakthrough Cancer Research.

The campaign encouraged women to pledge personal commitments and share the message “Everybody’s Doing It”, transforming awareness into visible action. A central microsite, translated into 23 countries, acted as the campaign hub, supported by coordinated social activation and partnership amplification, including integration with The Susan G. Komen community platform.

A hero film drove engagement and was featured on the Samsung Piccadilly Circus screen – marking the first time a CSR initiative was promoted in this format.

Impact
The campaign was activated in 25 European countries and helped raise more than $6 million for breast cancer research and support initiatives.

Beyond fundraising, the campaign demonstrated how integrated brand platforms can deliver measurable social impact by combining emotional storytelling with structured, multi-channel execution.