Campaign and launch event Octobre Rose

EVERY YEAR, OCTOBER TURNS PINK TO RAISE AWARENESS AND MOBILIZE THE PUBLIC IN THE FIGHT AGAINST BREAST CANCER.

BUT HOW CAN RUBAN ROSE RECLAIM OWNERSHIP OF PINK OCTOBER AND RE-CREATE MOMENTUM AROUND THE LAUNCH OF ITS AWARENESS CAMPAIGN?

What if the campaign and the awareness event became one single living artwork, one shared artistic gesture?

THE EVENT

On September 30, 2025, Paris turned pink.
On the Champ-de-Mars, facing the Eiffel Tower, Magic Garden orchestrated the launch of Octobre Rose for the Ruban Rose Association.

A total artistic performance:

• A unique choreography by Sadeck Berrabah, enhanced by the voice of Carla Bruni.
• 50 dancers from Murmuration Concept and 40 women affected by breast cancer.
• A choreographic interpretation of the key figure “1 woman out of 8” — the signature gesture of the evening.
• Musical performances by Keren Ann, Carla Bruni, and Joyce Jonathan.
• Hosted by Isabelle Ithurburu, broadcast live on Brut.

Paris illuminated in pink, from the Eiffel Tower to the Assemblée Nationale and Place de la Concorde.

THE CAMPAIGN

In the continuity of the show, Sadeck Berrabah, with the support of Magic Garden, imagined the 2025–2026 national campaign.

• A manifesto film where the gesture “1 woman out of 8” becomes the visual symbol of prevention
• A 360° rollout across TV, digital, radio, press, and outdoor.
  An artistic universe — through image, music, and movement — that mirrors the event’s aesthetic: emotion, humanity, and collective energy.
• A nationwide awareness campaign broadcast pro bono, valued at nearly €1 million — across social media, digital, print (Le Monde, Les Échos, Elle, Marie Claire…), DOOH (JCDecaux…), national TV (TF1, France Télévisions, M6…) and radio (RTL, Nostalgie…). (TV and radio figures are still being finalized, so this estimate is likely undervalued.)