The campaign is targeted at breast cancer, message is aimed at society as a whole, no age or gender limitations. Goal: to inform as many individuals as possible about risks of developing breast cancer, how to take preventive measures, and to share how Avon supports diagnosed women through free psychological and legal consultations, self-help groups, practical and information support during the treatment process, free mamo check-ups.

The campaign targets the society as a whole, because we all have mothers, daughters, wives, who might be at risk. Avon is trying to foster a culture of breast health awareness. Messages are communicated all year long through product brochures, FB, ambassadors, media, events.

Avon Mission against breast cancer is an annual campaign whose messages have been communicated in BUL for more than 17 years. The campaign is part of the global social responsibility of Avon to provide support to women in each and every aspect of their life.

We announced 08.10.2019 for National Pink Day and encouraged people to wear pink to express solidarity to the affected women and to post photos on social media with #avonpinkdaу. A lot of media got inspired by the event and embraced it. To draw the public attention to the problem, we boldly provoked the people from 7 BUL cities giving 2000+ pink tickets on the streets �Lottery 1 out of 8’ We wanted to make women ask themselves why they believe in the odds of winning the lottery (1 in 10 million) while neglecting the odds of breast cancer diagnosis (1 in 8). We encouraged women to visit pinklight.bg and commit to regular mamo check-ups. In 6 months we are going to send email reminder. On 08.10.2019, at 08:01 pm, we lit up in pink 15 buildings in Sofia and across the country. The pink light symbolized that no woman should be left in the dark about risks and symptoms and that early diagnostics can save her life.

2000+ pink tickets �Lottery 1 out of 8’ in 7 BUL cities: Sofia, Plovdiv, Varna, Blagoebgrad, Veliko Tarnovo, Burgas, Haskovo. over 400 shares of #avonpinkdaу. Our FB event reached 44.2K people and got 928 responses We managed to attract the support of 40 influencers, 1 national TV, 37 radio stations, 23 online media. 93 commitments made on pinklight.bg, 2542 page views, 1565 sessions FB page Avon Mission attracted 443 new users in October