#check it

Creative idea

Self examination is key for diagnosing breast cancer on time. Many Serbian women don’t know this and don’t want to talk about it because of superstition that talking about bad things attracts them. So instead of talking we let women learn by touching something they touch all the time… Mobile phones. For breast cancer awareness week we locked more than a hundred free wifi hotspots. To unlock, women had to perform three motions of self examination on their touchscreens. It was the perfect medium to trick thousands women into learning touches that could save their lives.

Brand name: Avon
Advertiser / client: Avon Cosmetics d.o.o.
Product / service: CSR Campaign
Campaign name: #check it
Agency network:
Agency: Publicis Belgrade
Additional company: Publicis Belgrade/Saatchi & Saatchi Belgrade/Avon Cosmetics d.o.o./Olaf&McAteer/Taqoo/Starcom
Creative director: Ivan Janičić Westerveen
Art director: Amanda Stević
Copywriter: Ivan Janičić Westerveen
Designer: Vanja Djurović
Account director (agency): Svetlana Ćirović / Snežana Vučković Kalinović
Client account director: Sonja Knežević
Strategic planner / strategist: Marija Ocokoljić
Senior planner: Tatjana Milnović
Film production: Bisera Mihajlovska
Agency producer: Ivan Zornić