From Love to Life- AVON against Breast Cancer
Charting the future of public relations
Holmes Report
CEO

From Love to Life- AVON against Breast Cancer

When we dwell upon an issue such as breast cancer we usually talk in a serious and firm tone, which is often dark, dramatic and unmotivating.

Paul Holmes

When we dwell upon an issue such as breast cancer we usually talk in a serious and firm tone, which is often dark, dramatic and unmotivating. Thanks to the campaign described below, the perception of breast cancer by the Bulgarian society was transformed from a problem into a challenge, from a breaking-down-families disease into a moving force that unites whole communities. The personal problem became social priority, the grave statistics was turned into a motivating force. Hundreds of thousands smiles and hands stretched out with belief in a new beginning, against the more than 3000 clinical cases per year.

 

Traditionally AVON initiates the campaign against breast cancer From Love to Life in more than 30 countries. Each country chooses its local strategic approach and tactics to achieve the goals of the campaign. In 2007, for a third year in a row AVON Bulgaria invited All Channels Communication to design, plan and execute a campaign that met the specific needs and requirements of the local Bulgarian market. The agency was chosen because of the great success that the 2005 and 2006 campaign editions had, and because of the unique approach of the agency to the problem.

 

Although the awareness of the disease was rather high because of the efforts made by AVON, NGOs and state campaigns for the last five years, there was still underestimation of the problem by society because of the difficulties in the state healthcare system.

 

If we summarize, the situation in

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