Our #HavasPeepShow has sparked many conversations since it went up in our windows last week. We’d like to share the backstory behind the campaign, by Group Creative Director Ecole Weinstein:
When you’re truly passionate about a cause, you’ll do anything to bring attention to it. The Havas Peep Show was born out of that passion.
The installation inside Havas Chicago’s lobby was designed to get a reaction. It was created with the purpose of causing a stir. While 98% of the social chatter and discussion has been positive, certainly not all of the feedback has been favorable. There’s been a lively debate on our approach and that’s healthy dialogue, as our goal was to start a conversation and more importantly, inspire action.
The idea for the Peep Show came from women within Havas, all who have deep ties to this issue. Each of us saw this as an opportunity to be bold and use our creativity in a powerful way—not just in the name of the cause, but in the name of the women we know who have survived this disease, and the ones we have lost from it.
Those who looked in the Peep Show windows were met with sobering statistics about breast cancer. The window display was purposefully designed to stop people in their tracks and force them to think about the seriousness of this disease—a disease that has affected us all in one way or another, a disease that desperately needs money for a cure.
Within the past week, we have had over 10K people use the hashtag #HavasPeepShow, which means we have raised over $10K for the cause. Beyond the monetary aspect of our effort is the fact that if we can remind one more woman to schedule her annual doctor’s appointment or conduct a self-exam, then we’ve been successful in creating meaningful disruption.
When the passion is there and the stakes are this high, you CAN’T afford to be passive. It was our responsibility to be bold and provocative, doing whatever necessary to create awareness and raise money for an issue that’s so close to our hearts.
In the end, painting our lobby windows pink just wasn’t an option.
Thank you for helping us to support this important cause. We are all in this together.