With 4.5 million views and counting, the Pink Glove Dance is the result of a idea simple enough — and fun enough — that even busy hospital staff could take part in the project. And if they can do it, you can do it.
My ambivalence about the Pink Ribbon industry notwithstanding, the video works. It works not because it’s particularly brilliant, or features inspired cinematography. The Pink Glove Dance works because it’s authentic and it makes us smile.
On top of its stated goal of raising breast cancer awareness, the video is a great marketing piece for the hospital, the Providence St. Vincent Medical Center. The video gives us a behind-the-scenes tour of the facility, and the images of cleaning staff, cooks, lab techs and receptionists getting their groove on reminds us that health care relies upon far more than than doctors and nurses.
Now if a serious, bureaucratic hospital can put together a silly video drawing attention to their cause, so can you. Grab a camera, brainstorm an idea or two, and start rolling!
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