Avon Ukraine launches #BRAve campaign to raise awareness about early breast cancer diagnosis

Breast cancer is the most common cancer in Ukraine, with one in seven people facing a diagnosis in their lifetime. For 17 years, Avon Ukraine’s “Together Against Breast Cancer” charity campaign has raised vital funds in the fight against breast cancer. Detecting breast cancer early, at Stage 1, means a 95% survival rate, so Avon Ukraine’s #BRAve campaign is spreading the word that early detection saves lives, an important educational message that sits at the heart of Avon’s global Breast Cancer Promise.

Visiting a mammologist can be daunting, so Avon has teamed up with Ukrainian underwear producer Anabel Arto, to encourage women to get their annual check-up, and then prompt their friends and family to be #BRAve and go to their own check-ups.

Anabel Arto have created a special lingerie collection for Avon, and the women who work there have set a great example by bravely going for their mammograms. They are now encouraging other women to do the same, through a viral video. The video campaign, which has been viewed over 2 million times already, has sparked much discussion and action amongst the Ukrainian community.

Each bra from the Anabel Arto at Avon collection has a personal note from the seamstresses, encouraging the customer to go for her mammogram, and then pass on the message to friends and family.

Avon Ukraine and Georgia’s Director General Elizabeth Korobchenko says:

“We know that sometimes it is difficult to visit a doctor. That is why we launched the relay of support from woman to woman. Courage is not innate. It's borrowed and gifted. Bravery is a power that can be shared and encouraged." 

Over the last 17 years, “Together Against Breast Cancer” has raised over 2 Million Dollars, funding 16 sets of mammogram equipment for ten cancer centres. Now, Avon Ukraine is donating 20% of the sales of Anabel Arto lingerie to the “Women’s Health and Family Planning” campaign, bringing them closer to their goal of buying their own Mammograph.