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Campaign Octobre Rose

Ministère de la Santé et de la Sécurité sociale

2022

Categories:

awareness, campaign, editorial

In 2022, the Ministry of Health decided to work with our agency to conceptualise a campaign to raise awareness and combat breast cancer throughout the month of October (‘Pink October’). The aim was to encourage people at risk (women aged 50-70) to get screened by taking part in the Department of Health’s organised breast cancer screening programme, known as the ‘Mammography Programme’.

The slogan for our concept: ‘Ech ginn an d’Mammo. An du?’. In addition to the media campaign in several languages (FR, EN, DE, PT, LU), the campaign included a video message from Minister Paulette Lenert, awareness and information days in the country’s four hospitals, and a Facebook Live to answer questions from Internet users live.

The little ‘extra’: breast-shaped chocolates – the ‘Boobies’ – to raise awareness of the number of people statistically affected by breast cancer in Luxembourg! Distributed at various popular events (at markets across the country and in the streets of Luxembourg during the Mantelsonndeg), these Boobies are a reminder that one woman in 8 is affected by breast cancer at some point. To underline this statistic, each box contains 8 chocolates, but one stands out from the rest in an unexpected way. As unexpected as the occurrence of breast cancer.