Drop Lifting Process

The insight/problem that my activation (drop lifting) speaks to, is that while L’Oreal supports ovarian and breast cancer causes their own products contains cancer causing chemicals, and even cause skin allergies and organ toxicity .

L’Oreal’s association with animal testing, misleading product claims and lack of transparency has shadowed its attempts to come across as being educational, environmentally friendly and concerned for the people. With so many products and so many users, I feel that the shortcomings of L'Oreal need to be exposed to its users. Good health and well being is what matters to L'Oreal consumers so it is thus important for them to be informed about these shortcomings.

In an attempt to reach L'Oreal consumers,breast and ovarian cancer ribbons were drop lifted onto L'Oreal products. A small pin, which held the ribbon together had double sided tape on it, which allowed for drop lifting onto L'Oreal products. These cancer ribbons are a strong visual symbol and the message printed on the ribbons exposed irony, as at first glance consumers of L'Oreal products will think that the cancer ribbons signify L’Oreal’s support to the cause, once one reads the print on the ribbons they will become aware of the contradictory message.

Since this activation is guerilla in nature, the message had to be of a similar nature. The message printed on the ribbons goes as follows:

Congratulations, you have cancer! Are you worth it? Find out more on www.congratsyouhavecancer.blogspot.com

If you missed out on the process,here are some clips which capture the activation.