Avon launches in Romania a new communication campaign on breast cancer

Cristina Blanaru Ads, Creativity, CSR, Marketing

Avon Cosmetics Romania launched a new edition of its communication campaign that seeks to raise awareness on breast cancer, focusing this time on everyone’s responsibility for women’s health.

Starting 2002, we are encouraging women to go to medical checks, to find out they are healthy both for their own knowledge and for their loved ones. For 10 years, we developed educational campaigns to educate women and make them responsible. From them, we learned this disease is a family problem. Therefore, this year, we decided to communicate to every Romanian and encourage them to get involved in the fight against breast cancer (…) Only together, we can save thousands of lives each year

Raluca Kisescu,

Senior Manager Commercial Marketing AVON Cosmetics Romania & Moldova.

With the new campaign, Avon Cosmetics aims to gather 6,000 gestures of cherish and love for women in Romania (mothers, sisters or friends); from www.stopcancerlasan.ro, visitors can send customized e-cardds, dedicate a Facebook Cover to a loved women or buy a pink product.

Unfortunately, Romanian women don’t have enough motivation and don’t treasure themselves enough to really take care of themselves, as they state it: I leave myself at last so they (the family – kids and husband) can be happy. This way, self-respect and cherish come only as a consequence of the appreciation coming towards them from the loved ones. With this campaign, through simple appreciation gestures we make for the women in our lives, we remind to the public that women in their lives are well

Corina Bernschutz,

Innovation Director Starcom.

Campaign’s message is relayed to the general public via a TV commercial with Andreea Marin, the ambassador of the campaign; online, the campaign is supported with testimonials from Romanian singers Loredana Groza and Antonia.

The campaign takes place from July to October and was conceived and implemented by Starcom MediaVest Group and iLeo.

The team involved in making the campaign included

  • Avon Cosmetics: Denisa Mihai – Corporate Social Responsibility Specialist, Bogdan Berdacovici – PR & Advertising Manager
  • Starcom Media: Corina Bernschutz – Innovation Manager, Ioana Giosan – Digital Manager, Mihaela Mihai – Activation Specialist
  • iLeo: Anca Predus – Brand Communication Director and Ana Baraitareanu – Brand Communication Executive