ABOUT

The history of famous Avon "Pink Ribbon" social campaign against breast cancer dates to early 90-s. The goal is always to inform women that early cancer detection mostly guarantees complete recovery. In Russia most of breast cancer cases are discovered when these chances are low. Women delay their visits to the specialists till the last moment because of many reasons but often they simply forget about themselves in the flow of everyday chores and family problems...

We decided to remind women that their health was extremely important not only for them but for their closest ones. The campaign included three designs with the corresponding headlines in Russian: "You are the only one for yourself", "You are the only one for me", "You are the only one for us". The core image was a woman embracing a bouquet of flowers, a symbol of life, beauty and their fragility. The main message of the concept is simple: like tender flowers, women need care and love that help her to flourish and bring joy and happiness to her family. Caring embraces of a man and a kid speak without words.