The idea is simple: to remind Amazonian women to have their annual gynecological exams and prevent cervical cancer, we are giving them a flower that opens only once a year. Every time it does, they will know that it’s time to schedule their annual Pap Test. This flower was specially developed by a botanical specialist. The Cattleya seeds were crossbred to blossom on different dates (in a period of 3 months) to avoid an overcapacity problem at the local health clinics. In addition, the flower of life was registered at the Royal Horticultural Society, an international organization established in the U.K. Moreover, we also promoted lectures to teach community leaders how to take care of the flower of life, ensuring that these plants will live long lives. Using the support of the Para State Department of Health, the flower of life was distributed by health agents through riverboats.

The flower of life was distributed by the health department agents that went deep into the jungle through riverboats to teach women to visit regional clinics for their test, every time the flower of life blooms. During this time, we also promoted lectures with specialists to explain to those communities how to take care of this flower. The whole process was beyond the flower deliveries, the Secretary Health Department promoted many local events with community leaders to spread the awareness about the gynecological exam. Furthermore, the health department agents also taught these women how to visit their local clinics to take the pap test.

We started campaigning in March and received immediate visibility. The results, according the Secretary Health Department, included the involvement of 3,000 health department agents, 5,000 flowers distributed, news on local TV and more than 1 million women impacted by the campaign. The results for Hermes Pardini were an improvement in Brand perception. In addition, the day after the launch, the Hermes Pardini stock price rose around 1.5%.