The campaign was created by Cause and has the slogan “Touch yourself. Take care. Know yourself. Connect”
This year’s Avon Institute Pink October campaign will aim to bring light to understanding the risk factors, signs and symptoms that influence the development of breast cancer.
With the slogan “Touch yourself. Take care. Know yourself. Connect”, Avon’s social arm reinforces the importance of women being aware of their breast health and, at the same time, receiving reliable and quality information that makes them seek do their routine exams, learn to recognize changes in their bodies and understand their rights as patients and/or family members.
Created by Cause, the campaign features informative digital activations on the topic, the launch of a jingle, as well as information on the subject available on the website.
“Cause is a strategic consultancy that, for 10 years, has supported brands and organizations to connect with the demands of our time. Over these years, we have worked with various causes, including the need to mobilize for the challenges of cancer treatment in Brazil . Supporting the Avon Institute with the 2023 Pink October Campaign was the opportunity to put into practice much of what we believe here”, highlighted Renata Barbosa, Cause’s Strategy Director.
In addition to consumers, the campaign will be broadcast to more than two million Avon and Natura Beauty Consultants through internal communication actions, as well as inclusion of the topic on the agenda of leadership and management meetings, in addition to meetings with the sales force .
“Our campaign highlights four essential pillars for us to act in the early detection of the disease: the first, ‘Se touch’ is an alert for self-reflection, so that women know that breast cancer is real and cannot be ignored. The second, the ‘Take care of yourself’ to reinforce the existence of laws that can and should help women during this difficult time. The third, the ‘Know Yourself’ so that women are aware of the importance of knowing their family history, noticing the changes that happen in your body, know the risk factors, signs and symptoms of the disease and remember to always carry out routine exams. Last but not least, the fourth, ‘Connect’ to highlight the relevance of support networks , like family and friends”, said Daniela Grelin, executive director of the Avon Institute.
Furthermore, to reach more and more people, the Avon Institute will also launch its new pocket guide “Breast Journey”, a material dedicated to the journey of women diagnosed with breast cancer and, through it, women will be able to access information basics such as symptoms, patients’ rights, where to seek guidance and tips on how to stay healthy.
“It is essential that we reinforce the importance of early detection of breast cancer, after all, it saves lives. To achieve this, we need the correct information to be available in a practical, didactic and easily accessible way. The new pocket guide “Jornada das Mamas” is a way of facilitating access to this information and helping them during this journey”, concluded Daniela.
