Avon Cosmetics and Starcom MediaVest launch a new edition of breast health campaign

Cristina Blanaru CSR, Marketing

For 10 years, Avon Cosmetics Romania and Starcom MediaVest Group are supporting “Campaign for breast health”, that aims to educate and inform on breast cancer. This year’s edition of the campaign consists in a national program of free mammography controls offered to women over 40 y.o. with income lower than RON 1.000 (Euro 250) per month.

The campaign, conceived and implemented by Starcom, runs from August until November and is promoted on TV with a testimonial by Andreea Marin Banica, but also online, in print, OOH and local events.

This year, for the sake of women and to celebrate the 10 years of campaign, we aimed to transform an informational campaign into one of real promises and concrete actions

Corina Bernschutz

Innovation Director Starcom MediaVest.

The idea of the campaign starts from the sad statistics that, in Romania, breast cancer is the main cause of death among women, and reduced accessibility and the lack of money are among main reasons why women only go for a consult when the disease is in an advanced stage.

Each year, through the Campaign for breast health, we invite women to make a promise for life, we’re informing them about the incipient breast cancer diagnose ways and we encourage volunteers to support educative events. Our initiative’s success depends, mostly, by our partner’s and supporter’s support. The strong, long lasting partnership with Starcom MediaVest Group’s team and their emotional involvement in this project are the advantages any company would want

Raluca Kisescu

Marketing Director Avon Romania and Moldavia.

During the campaign, for 10 weeks, women were invited to enter the program on campaign’s website, www.stopcancerlasan.ro, respecting the conditions (age and monthly income). Now, almost 6,000 women are asking for a free consult.

Within the campaign, Avon Cosmetics offers 2,500 mammography consults but, to support all 6,000 women that asked for it, the campaign includes a fundraising component. Donations can be done during a teledon – “A mammography, a life saved”, specially produced and broadcasted live by Kanal D, on November 3rd. The show, presented by Andreea Marin-Banica, campaign’s ambassador  already gathered support from Kanal D stars and from personalities and musicians such as Maia Morgenstern, Proconsul, Nico&Vladimir Mirita, Maria Radu, Hara and others.

Another way to donate is by sending an SMS at 8835 until November 19th. The value of the message is Euro 2 (includes VAT) and is available in Orange, Vodafone and Cosmote networks.

The campaign is made in partnership with Queen Mary Foundation and supported by Kanal D.

The teams involved in this campaign are

  • Starcom: Corina Bernschutz (Innovation Director), Mihaela Mihai (Activation Specialist), Ioana Giosan (Online Project Manager).
  • Avon: Denisa Mihai (Corporate Social Responsibility Specialist), Bogdan Berdacovici (PR&Advertising Manager), Raluca Kișescu (Marketing Director Avon Romania &  Moldova).