#TakeYourMomToMamo
Summary: In Romania, where 70% of women over 50 have never had a mammogram, Regina Maria sparked a cultural disruption. By transforming dreaded mammograms into an act of love, we enabled daughters to gift unused screenings to their mothers for the first time. It wasn’t just about health; it was about unlocking the mother-daughter bond. Through AI-powered mammograms and a heart-wrenching film imagining a future saved by early detection Regina Maria achieved 70% organic reach, one donation every 10 minutes, and a 74% rise in screenings.
Lead Agency(s): Punk Agency
Contributing Agency(s): Mccann Health Brain & Heart, Bad Habits, MEDIA-TIQUE
Client / Brand: REGINA MARIA
The SSE500
Summary: SSE Riga faced a broken alumni giving model. Participation was only 1% percent and average donation just €17. We built SSE 500, the world’s first charity stock index. Alumni could invest in student scholarships as if they were stocks, tracked in real time with leaderboards and recognition. In 12 days, the campaign raised €94,556, 10 times the yearly average. Average donation were €415, 24 times higher. 93% of cohorts joined. No media was bought. Giving became a visible act of leadership.
Lead Agency(s): White Label, McCANN Riga
Client / Brand: SSE Riga Alumni Association / SSE Riga Alumni Association Fundraising
