With the objective of raising awareness about the risks of breast and ovarian cancer, the brand brought women who had overcome the disease
Marisa announced her new vignette to raise awareness of the risk of breast and ovarian cancer, as part of the Pink October campaign. To highlight its message, the brand uses the M of Marisa which, inverted, becomes a reminder for breast self-examination and preventive care.
In addition to the inversion of the logo, the campaign stars real women who have lived and overcome breast cancer, such as Linda Rojas, who participated in the campaign in 2021 and who, this year, appears with the baby she had after the disease; Jussara Del Moral, an older woman who, despite having already overcome the disease, now lives with cancer in the metastasis phase and takes it lightly, and Amora Sampaio, an executive, after overcoming the disease, was also able to connect with the blackness itself.
From October 1st, the piece signed by the Africa agency will be available on social networks and, between October 6th and 20th, it will be broadcast on national open TV.
The idea of turning Marisa’s iconic M comes from the need to talk about the subject without taboos and with clarity: the possibility of breast cancer is present in every woman’s life and the best way to deal with it is with information. The interaction between our characters, who overcame breast cancer, is an encouragement, showing that with the support of other women it is possible to go through all this, comments Carol Patrocnio, Creative Director for Africa.
The piece is in line with the Company’s intention to delve into the agenda year after year, a work that has been developed more deeply since 2018, when Marisa launched the recomeo bra, a product designed for women with mastectomy. In 2021, the line was expanded and started to include models of plus and tops and the brand expanded its initiative with a more active participation in the debate of actions to inform about the disease and work on its prevention.
Pink October is a date very connected with the DNA of our Company. We work putting women at the center of decisions, with the purpose of strengthening their self-esteem and being increasingly close and intimate, providing access to quality fashion, but also worrying and taking responsibility for all relevant issues that permeate the female universe. Our role is not only to welcome women with mastectomy, but also to raise awareness about the prevention of breast and cervical cancer, which this year we have included in our campaign, said Christianne Toledo, Marisa’s marketing director.
Over the course of the month, Marisa is expected to announce more affirmative and interactive actions in her Pink October 2022 campaign.
