For Your Breast Safety

Creative idea

Breast cancer is the deadliest form of cancer among women in Latvia, with many unaware of how to perform a self-exam. To tackle this, the “For Your Breast Safety” campaign reimagined the self-exam as a set of airplane safety instructions, simplifying the entire process. The instructions were played on national TV and in Riga Airport. The campaign also included the first Breast Safety Control (a pink mammography van), poignant installations in the airport, influencers rolling up to clinics with pink suitcases, and many other airport-themed activations.

Brand name: The Pink Train Charity Foundation
Advertiser / client: The Pink Train Charity Foundation
Product / service: Charity Foundation in Support of Women With the Breast Cancer Diagnosis in Latvia
Campaign name: For Your Breast Safety
Agency network: MCCANN WORLDGROUP
Agency: McCANN Riga
Media agency: Mindshare
Production company: WeShootStories
Web address: https://pupkultura.lv/
Agency chief executive officer: Kristaps Silins
Chief creative officer: Valters Jonats
Creative director: Sintija Popena
Art director: Linda Justa
Designer: Edgars Drusts
Account director (agency): Ragnars Krumins
Media director: Vita Stirane
Managing director: Madara Gore Berzina
Photographer: Edgars Drusts
Film production: WeShootStories
Director: Sintija Popena
Director of photography: Edgars Drusts
Music: WeShootStories
Screenwriter: Sintija Popena
Agency producer: Ragnars Krumins
Event production: Golin Riga