#PitchUpInPink means we want to keep the cause top-of-mind constantly so that we can raise awareness, funds and help educate society at large.
We want to extend the idea of wearing pink beyond a day.
We want, whenever someone arrives in pink (consciously or unconsciously), for people to think, "Wow! There's someone Pitching Up In Pink and doing their bit"
We want women, when they see pink on someone, to think about having a checkup.
We want it to become part of the South African vernacular.
We want to focus on the campaign line, and use PinkDay as a national focal point, the powerful proof-point, but allude to do so much more.