Non-Profit – Case Study
Go Pink or Go Home
Houston, Texas
The Assignment
When a well-known Texas oilman and generous philanthropist survives multiple stints of cancer treatment, a mega celebration is warranted. That’s why Lester Smith hired the Carbonara Group to dream up a Texas-sized flash mob on National Cancer Survivors Day that served as the launch of the inaugural Pink Well Challenge, an opportunity for non-profit organizations that focus on breast cancer research, treatment, patient care and support to compete to win up to $1 million in matching grant money.
The Approach
- Choregraphed, planned and executed successful flash mob at the Houston Galleria with 200+ participants and well-known disco singer Gloria Gaynor
- Produced high-quality video of live flash mob
- Pitched video of flash mob to reporters and shared it with high-profile social media users to spark viral conversations about the Pink Well Challenge
The Results
While the flash mob was a success in its own right due to the creativity and logistical expertise of Carbonara Group, it also achieved its intended purpose. More than 150 non-profit organizations from 30 states applied to participate in the Pink Well challenge.
- News coverage and social media engagement highlights include:
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- News coverage: KPRC, KTRK, Houston Public Media, Houston Chronicle and CultureMap
- Retweeted by country music singer LeAnn Rimes who had over 130,000 Twitter followers at the time
- Flash mob video more than 50,000 times on YouTube
