Noel Franus and advertising agency CP+B asked David Clark to help create a cause brand and strategy for a very unique project they were about to undertake. Noel’s sister-in-law, Molly, was diagnosed with breast cancer, and as a survivors she only had two choices post surgery: reconstruction or not.
Noel pointed out there’s a third option most don’t realize: INK
The simple goal was how best to connect breast cancer survivors with tattoo artists who can provide a form of healing that no one else can.
Realizing the personal and sensitive nature of each woman’s journey from a breast cancer diagnosis to survivor, Clark suggested that the cause brand be named Personal INK (P.INK), which leverages the color of breast cancer ribbons known around the world, while also touching on the very personal experience each woman goes through.
Molly gets her P.INK tattoo
The P.INK website that is continually growing on Pinterest is a unique community platform which features images and links which bring the breast cancer and tattoo communities together. It features a curated collection of inspiring mastectomy tattoo ideas and connections to artists with mastectomy tattoo experience.
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