Breast Cancer Awareness Campaign Launched by dressbarn and Conversation

NEW YORK, Oct. 4, 2012 /PRNewswire/ -- National women's retailer dressbarn has launched "Paint the Country Pink," a multi-platform, integrated campaign for National Breast Cancer Awareness Month. Marketing agency Conversation played a major role in the campaign, contributing to overall strategy, as well as designing and developing the website and mobile site.

A long-time supporter of breast cancer awareness initiatives, dressbarn worked closely with Conversation to create the campaign, which engages consumers through a variety of channels: in-store, online, social media, blogger and PR outreach and SMS messaging.

The first phase of the campaign kicked-off in mid-September with "Ruby is Lost," which focused on Ruby, a fun-loving puppy who's the face of the campaign, traveling cross-country to spread the word about breast cancer awareness. A symbol of unconditional love and support, Ruby can be "adopted" in dressbarn stores and online for $6. The entire net profit (at least $2.50) is donated to the American Cancer Society.

On October 1, the main phase of the campaign launched with The site features a map of the country where visitors can virtually swipe a paintbrush over their state to show support for those affected by breast cancer. As more people paint, states become "pinker" on the map. Consumers can also participate via SMS by texting "PAINT" and their state to 95495. dressbarn will donate $1 to the American Cancer Society for each person who paints their state (up to $100,000).

"We're proud to launch 'Paint the Country Pink' to help raise awareness for breast cancer nationwide," said Veronica Valladares, Assistant Vice-President of Marketing at dressbarn. "We encourage everyone to show support by 'painting' their states and spreading the word."

The site will also include features such as an inspirational gallery with images consumers can pin, save and share with others, information on Ruby and an Instagram feed populated by consumers' shared photos of their own Ruby.

"'Paint the Country Pink' offers a simple call-to-action and user-friendly experience," said Frank O'Brien, Founder of Conversation. "This makes it extremely easy for people to support and share this important cause, which should lead to strong engagement."

About dressbarn
dressbarn is a leading, national women's specialty apparel retailer offering quality casual, career and special occasion fashion apparel for fashion conscious women. Over 800+ dressbarn stores carry styles in sizes 4 to 24, as well as shoes and accessories. dressbarn is a subsidiary of Ascena Retail Group Inc. For more information, please visit

About Conversation
Conversation embodies the best components of traditional, new and emerging agencies. It is defined by its ability to evolve and be creative. Conversation provides clients with custom solutions – everything from strategy and creative to development and execution. The agency boasts a strong client list, which includes dressbarn, Hearst Communications, L'Oreal and SVEDKA.

For more information, contact:
Frank Riolo, Manager, Corporate Communications
Conversation, LLC

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SOURCE Conversation