Every 2 minutes a woman in the U.S. is diagnosed with breast cancer. Every 13 minutes a woman in the U.S. loses her battle with breast cancer. The power of this disease and how many people it effects is staggering. So staggering, people feel like they can’t make a real difference in the race to find a cure for it.

As a long-time supporter of The Breast Cancer Research Foundation, Ulta Beauty wanted to do something that would show people the impact they could really have when donating to breast cancer research. So we opened a pop-up store in Soho, NYC where people could actually buy time for women with breast cancer in the form of life-saving research minutes.

The pop-up store was also used as a way to capture video content, showing everyone, near and far the connection between a few dollars and life-saving research minutes. We also used real survivor stories as part of our integrated campaign.

This campaign reached over 22 million impressions, helping Ulta Beauty raise $4+ million for their charity partner, the Breast Cancer Research Foundation.

The icing on top— it won a gold Effie.