| Philosophy | Day 1: - Zeb lauches it's controversial campaign through ATL media and www.zebcutsthecrap.be Day 2: - We hijacked their campaign with a website of our own: benetietcutsthecrap.be. (This site showed the reply by Yamina Krossa, founder of Belgian non-profit and fundraiser Benetiet that claimed te prize of ZEB's campaign.) - Yamina is interviewed on national TV and Radio Day 3: - ZEB reacts by rewards Yamina with the €5.000 prize money Day 4: - Belgians biggest political party (NVA) reopens the debate in the Belgian parliament by thriving for full refund of breast reconstruction necessary because of breast cancer.One clever reply gained support on social media. 3100 fb-shares and 11.190 website visites got Yamina on national radio and major news channels. Stealing the attention a notorious retail brand was seeking, and using it for a good cause. The result: €5000 from ZEB. But most importantly: a broader knowledge of Benetiet and its mission and a place on the political agenda. Today, the debate is still ongoing.Every year, the Belgian fashion store ZEB launches a controversial campaign. This year, they gave away €5000 worth of cosmetic surgery. A treat for the press, and a shock for everyone. Benetiet on the other hand is a non-profit organisation/fundraiser that supports women after a mastectomy due to breast cancer who want a breast reconstruction with own tissue and do not have the necessary resources to do so. Belgian health insurance doesn’t cover the cost of a breast reconstruction, Because it’s considered cosmetic surgery. An injustice Benetiet fights every day by raising funds and hard lobbying. When we noticed ZEB's controversial campaign, we used it as an opportunity to raise awareness. We reacted with a simple reply to claim the prize. ZEB reacted by donating the €5.000 prize money to Benetiet. More importantly, we gained a spot on the political agenda and raised broader knowledge about Benetiet amongst Belgian citizens. |