In Poland, over 6,000 women die of breast cancer each year, and another 18,000 are diagnosed. Unfortunately, 30% of them find out about their illness in its fourth, final stage, when it is no longer possible to save them. And an early diagnosis could reduce mortality.

Women are dying because they don’t examine their breasts regularly. One of the main reasons is shame. In a society dominated by idealized body images, women don't feel comfortable with their own breasts. They think that having breasts that are too pointy, lopsided, with big or dark nipples, etc., is totally uncommon. This makes them feel ashamed to undress even in front of the doctor and, as a result, they miss out on their regular breast ultrasound checkups. Our goal was to free women of their shame, and encourage them to get ultrasound checkups.

“GEL FOR SHAME” (“#CosDoNichMam”)

In collaboration with Avon we created the new beauty product. Gel for breasts custom made for all shapes and sizes. 15 different packets, each for different type of breasts. It’s enough to use it once a year to care for your breasts’ health and shape. This gel is meant to make sure your breasts stay with you forever. This gel is just an ordinary ultrasound gel.

We invited 11 ambassadors and 100 influencers to the campaign. Each of them promoted gel for their breasts and talked about their breast shape in media. In this way, we have shown that all types of breasts are completely normal and common, and beautiful breasts are healthy breasts.

Through the campaign, we broke the taboo. Addressing the subject in such an open manner guaranteed interest of both women and the media.

We have conducted a qualitative research. One of the main reasons mentioned by women why they avoid an ultrasound examination was shame of their breasts. It was the basis for the campaign insight, universal for the majority of women in Poland - "I don't like my breasts because they are... I would like them to be different". Lack of preventive care is large problem among 20-39yo women-86% of them don’t even know that they can have breast cancer.

Our strategy assumed a change of narrative about cancer prevention by avoiding the barrier of shame that effectively prevents women from medical examinations. We wanted to create an action that will allow women to love their breasts just as they are. In order to reach the TG effectively, we focused on communication in social media, including extensive use of the most influential women, influencers who could strengthen the message of our action.

We produced 10,000 packages, divided into 15 types of sachets. Each had a unique description and shape, referring to different breasts, created so that the woman reading it could identify with it. The language used in the campaign was direct, to shorten the distance and destroy taboos. Packets were available in Avon magazines (1.3 Millions issues), in Avon stores, and among 350.000 brand ambassadors.

We invited more than 100 influencers to the campaign. Each of them promoted gel for their breasts and talked about their breast shape on the social media. In this way, we have shown that all types of breasts are completely normal and common, and beautiful breasts are healthy breasts.

At each stage of communication, we would redirect to the @BOOBlabla bot in the Messenger application where it was possible to make an appointment for an ultrasound examination.

Thanks to cooperation with so many influencers, the campaign message spread quickly. With €30k media budget, we reached over 25 million total coverage in all media. There were publications on television, radio, in the press and most influential websites, and their number amounted to over 130, changing shameful taboo into lifestyle topic. The total value of all free publications was €1.25 million. The sum of interactions on the social media was 650.000!

We managed to reduce the shame associated with type of breasts. According to research, 71% of women admit that after the campaign they’re less ashamed. And 66% admit that the campaign reduces concerns related to ultrasound examination. Most importantly, the campaign encouraged them to have medical examinations. With the “Gel For Shame” 32% of women who have had contact with the campaign have their breasts examined, while 81% of women learned scans are part of basic care.