Avon will start social advertising on prevention of a cancer of a breast

Company AVON has made the decision on creation of the social advertising directed on struggle against a cancer of a mammary gland, and has charged its working out to Club of art directors of Russia.

The project is realised in frameworks charitable program Avon «Together against a breast cancer» and informing of the Russian women on importance of preventive maintenance and early diagnostics of this serious disease sets as the purpose.

From November, 30th till December, 7th in boarding house Bekasovo situated near Moscow there will pass V Anniversary Creative Campus on which young advertisement makers under the guidance of leading advertising gurus will develop communication idea and the creative concept of campaign, including scenarios of rollers and outdoor advertising breadboard models. «The idea of this social advertising should be simple and clear to all Russian women. At the same time, the oncology theme is very uneasy for perception, - the head of charitable program Avon« Together against a breast cancer »Anna Soshinskaja speaks. - Therefore we have decided to involve such unique resource as the Campus in which the wide range of professionals» takes part.

The problem of high death rate from a breast cancer is very actual for Russia as in our country more than 40 % of cases of disease come to light already at late stages. According to sociological interrogations, the overwhelming majority of Russians never were at маммолога and do not spend mammary gland self-inspections. And only 65 % know, that at detection at early stages a mammary gland cancer we will cure.

All interested persons can virtually take part in work on this project. from November, 30th till December, 7th on a site www. sostav. ru interactive voting for the best concept of a preview trailer and the poster, created on the Campus will be taken. Taking into account opinion of virtual assistants it is planned to develop a definitive variant of advertising.

It is expected, that social advertising on struggle against a breast cancer will appear on TV and external carriers in October, 2009.