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Fight Cancer Foundation
The Amsterdam bench, on which one of the most significant scenes in the film The Fault in Our Stars took place, has had a lot of media attention because it ‘disappeared’. The missing bench story inspired us to start a campaign. The popularity of the bench was the ideal platform to raise awareness and money for the Dutch Fight cancer Foundation. Brandwalk looked for support from colleagues and launched www.fightfromthebench.com. The zero budget campaign calls on people to take a selfie on this or any bench, add a personal message and share it with the world. In addition, we ask people to make a donation. It is also possible to make a donation without sharing a selfie. Many Dutch celebs, tourists, book and film fans, embraced the idea. Just as the media did: famous blogs, newspapers and websites covered our initiative.

Tags: Concept, Execution, Integrated, Online, PR, Print, Strategy