Unfortunately, when it comes to breast cancer, that is not the case. Despite awareness efforts and regular prevention campaigns, Slovakia has the highest breast cancer mortality rate among all EU countries.
We reflected this alarming reality in our media strategy. Our campaign spoke to the public three times a day via radio—once in the morning, afternoon, and evening—each time delivering a different message to drive the point home.
The campaign launched during the World Ice Hockey Championship and the European Football Championship, leveraging these major events to amplify our message.
We chose to build this campaign for Novartis around the grim fact that Slovakia holds the top spot in this unfortunate ranking, with the goal of disrupting the status quo and delivering a chilling wake-up call.
We believe that such a stark finding can motivate women to prioritize prevention—and the results proved it.
Following the campaign, 80% of women planned to undergo a preventive screening, compared to only 30% participation before.
Our hope is that this tragic statistic will never be repeated.
