The action developed by the agency VML Internacional proposes that the public talk about breast health
With the arrival of Pink October, Avon’s cause of breast cancer care will include an action to encourage reflection that the most important thing is to take care of breast health, and not opinions about physical aspects. The campaign was developed by the agency VML Internacional, and in addition to Brazil, it will be released simultaneously in several Latin American countries such as Argentina, Colombia, Chile, Peru and Ecuador.
A series of images in a carousel format with data and statements in a provocative tone on the subject will be presented while covering essential topics about breast health care. To strengthen the publications, some phrases will be displayed based on negative comments about breasts found on social media, such as: “What a disgusting chest”, “She took off her breast to show it”, “Less than 30 and with a chest full of stretch marks”, among others.
The objective is to encourage care for breast health and value medical opinion, that is, that of an expert on the subject.
Breast Cancer Overview
The Breast Cancer Panorama, a study carried out by the Avon Institute, and incorporated by the Natura Institute, in July this year in partnership with the Oncology Observatory, shows that breast cancer caused more than 19 thousand deaths in Brazil in 2022, representing a increase of 5.5% compared to 2021. For 2023, the National Cancer Institute (INCA) estimated 73 thousand new cases, an increase of 10.6% compared to the previous year. Furthermore, it is expected that there will be 704 thousand new cases annually between 2023 and 2025.
Through the networks, the campaign will make videos available with special guests who will share relevant information about women’s rights, breast health, palliative care, among other information about breast cancer.
The Institutes revealed to propmark that in addition to publishing new data, such as the Awareness Index and the update of the Breast Cancer Care Panorama, the campaign will feature a landing page exclusive with information and materials such as the “Breast Journey” and “Breast Cancer” guides, which provide guidance on symptoms, patients’ rights and breast health care. The page will also make available a map with the dates and locations of the Mammography Carts, a Hospital de Amor project.
“We want to show our network of Beauty Consultants and the general public that #EstarComElas is a call to take care of ourselves and all women, taking advantage of this period of the year when many people are talking about their breasts, remember that we must change the focus of the conversation from criticizing the aesthetics of breasts to caring for their health. We want to draw attention to what really matters and show that these women are not alone” explains Daniela Grelin, Executive Director of Women’s Rights and Health and Institutional Communication at Instituto Natura.
In its 11th edition, the now traditional Giro Pela Vida, an event designed by Avon to promote awareness about breast cancer, will be aimed at Beauty Consultants, Leaders and Managers in the cities of Arapiraca (AL), on October 17th, and Goiânia (GO), on October 30
