1 in 7 Ukrainian women will face breast cancer during her lifetime. Half the times the illness will claim its victim’s life.
The best solution in preventing the disease is getting regular checkups. Women, especially those already having bad suspicions, tend to believe that until the diagnosis is heard, there’s a glimpse of hope that the illness will just go away eventually.
That’s why convincing Ukrainian women to see a breast physician before it’s too late have become our main challenge.
We get an insight from women diagnosed with breast cancer on the late 3rd-4th stage, that what holding held them back from getting a checkup sooner was the fear of bad news that "paralyzed" any further actions.
However, there also could be a positive example and encouragement for other women from those who have already been in those shoes.
We decided to give the women an example of courage at the very moment when they think about their breasts the most – while buying a bra.
That’s how a special BRAve collection was born in cooperation with local lingerie manufacturer.
Ladies who have sewed the bras became the first brave women to go through breast examination on this initiative, to now pass on the bravery baton to a woman with a handwritten note attached to each item from the special collection.
We presented BRAve collection to media and influencers to launch our brave relay in social and traditional media.
A beautiful mini film told the inspiring story of seamstresses and directed their message to other women: be BRAve.
Film advertisement created by Be-it, Ukraine for Avon, within the category: Health.
Creative Director / Copywriter: Oksana Sorzhulenko
Designer: Anastasiya Turchynets
Head of Lifestyle Comms: Elnara Imanova
Account Director: Vita Slobodyan
Senior Account Manager: Marina Skuratovska
Director: Nick Globak
DoP: Dmytro Peretrutov
Line Producer: Sergey Sobchenko
Post-production: Dima Smirnyi