Avon: BRAve

Cosmetics brand Avon created a range of lingerie to persuade women to have breast cancer check-ups in Ukraine.

Campaign details

Brand: AvonAgency: Be-it Agency

Situation

Avon has been at the forefront of the fight against breast cancer since 2001 in Ukraine. Awareness of the decease has risen since then, but in our research 27% of women still said they have never had a check up and 30% were not intending to do it in the nearest year.

At the same time 1 in 7 Ukrainian women will face breast cancer during her lifetime. Half the times the illness will claim its victim's life. Primarily because of late diagnostics.

That is why convincing Ukrainian women to...

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