HEROES meets real life heroes

Pop culture events are all about making people feel great. And that doesn’t stop at the confines of the venues.
In Belgium our HEROES series of events (FACTS, Made in Asia and Heroes Comic Con) teamed up with The Smurfs to give breast cancer organisation Think Pink a central place in their festival activities.

Anthony, you are the Event Director for Pop Culture portfolio (Easyfairs Belgium). Could you share how could visitors support Think Pink during FACTS, Made In Asia and Heroes Comic Con events in Belgium?
With the help of The Smurfs on the occasion of their 65th anniversary, we organised a “Smurfs Pin Quest”. First, the fans bought a set of Smurfs pins at the Think Pink booth. Then, they could choose to go hunt and trade them for the elusive and exclusive Cosplay Smurfette pin, only distributed by crew members throughout the event in limited amounts.

How much was raised in donations as a result of the initiative during the three events?
The campaign was a hit, selling out before the events concluded and raising more than €9,000 for Think Pink. The Heroes communities have proven themselves very generous in other charity activities in the past as well. The team will continue to find creative activities for multiple charities in the future.

“This initiative showcases a perfect mix of our event goals. Providing an original and memorable visitor experience while giving them the opportunity to participate in a good cause.” Anthony Audenaerd
Event Director for Pop Culture portfolio (Easyfairs Belgium)