Dean Gera Shop wanted to run a CSR campaign during the month of October, but did not want to fall into the ‘pink washing’ trap. In creating a name for this campaign, therefore, we steered clear of the word ‘pink’; instead utilising the iconic Hospice sunflower. The shop curated a list of products and donated 10% of October’s sales of these products to Hospice Malta, leading to the name Spend for Sunflowers. The pink colour was utilised in the visuals to merely hint at the concept of Pink October.