AIRC Launches New Pink Ribbon Campaign Supporting Breast Cancer Prevention and Research

18 october 2024

The omnichannel campaign airs throughout October across TV, print, radio, Spotify, and digital.

Breast cancer is the most common cancer among women during their lifetime, affecting 1 in 8 women. In Italy, thanks to research, 88% of these women are alive five years after diagnosis. However, the AIRC Foundation for Cancer Research aims to eventually treat all women, including the 12% affected by the most aggressive forms.

From this stems the concept of the new campaign by Bitmama Reply: "Un grande traguardo è a portata di mano. Dai" This is a call to make a joint effort to treat all women diagnosed with breast cancer, a powerful invitation launched in October with the activities of the Pink Ribbon AIRC campaign.

The hero content of the campaign is a 30-second subjective TV commercial that establishes a strong emotional connection between the viewer and a woman suffering from breast cancer. The film, through the creative choice to show only the protagonist's hands, narrates her entire experience: from discovering the illness through self-examination, to the first visit, from treatments to support from loved ones, from moments of despair to those of hope. The hands thus become a bold narrative perspective, loaded with emotion and semantic value, and at the same time, the tool with which everyone can support research and prevention against breast cancer.

"The symbol of our campaign is an incomplete pink ribbon, as the goal has not yet been fully achieved: to cure all women affected by breast cancer," emphasizes Chiara Occulti, Chief Marketing & Fundraising Officer at the AIRC Foundation. "To reach this milestone together, it is essential to support research to find new, safe, and effective treatments, but also to increase awareness of the importance of prevention and early diagnosis, because small actions can make a big difference. That's why we are pleased to have started a real movement of awareness, involving international brands like Chiquita and De Cecco, which this year have modified the pose of their icons to that of self-examination to spread the message to as wide an audience as possible."

Benedetta, a young woman who courageously faced the disease, becomes the face of the campaign's visuals and photographic assets, which include print ads and digital versions.

The spot was produced by 5e6 with direction by Nicola Bettoni and cinematography by Gianluca Ceresoli, the photograph is by Marco Onofri.