Make a Move. Check Yourself!
Barcaffè encourages women to self-examine their breasts
According to research, women who drink at least 3 cups of coffee daily have a 25% lower risk of dying from breast cancer than non-coffee drinkers. The findings are particularly encouraging for the post-menopausal period, when women are most likely to develop breast cancer, as drinking at least 5 cups of coffee a day significantly reduces the risk of hormone-independent breast cancer.
When Barcaffè donates to Europa Donna, it leverages its reach and voice as the most popular coffee brand in Slovenia; it fills the shelves of its stores with Barcaffè Donna coffee and donates a percentage of its sales to support Europa Donna's activities. For promotional purposes, it also creates a limited edition of Barcaffè Donna coffee which, in addition to ground coffee, also contains an unground coffee bean - a tiny 'imperfection' symbolising a lump that can be felt under the fingers to remind us of the role of regular monthly breast self-examination. Because breast cancer is highly curable, if detected early enough, women need to take their health into their own hands.
For extra motivation, the short stories on the back of the packaging tell the stories of women who have already beaten breast cancer, and women are also guided to a website where they can learn how to do the right self-examination. And because nothing is more valuable than real-life experience, Barcaffe Donna surprises women with a unique tactile poster as part of the street exhibition, which provides a unique and realistic experience of feeling the lump that teaches passers-by how to do a proper self-examination.
The response to the campaign has been overwhelming: it immediately receives media attention, exceeds expectations on social media, and even manages to get inside the Slovenian Parliament, where it gains the support of the most prominent female political representatives.
- TEAM
- Creative director: Katja Petrin Dornik
- Art directors: David Fartek, Gregor Čeferin
- Project director: Arin Čebolki
- Project manager: Anja Mitrovič
- Strategist: Aida Gadžo
- Copywriters: Katja Petrin Dornik, Eva Stopar
- Designers: David Fartek, Gregor Čeferin
- Executive designer: Ewa Bogataj
- PR: Sara Švegl
- Digital content creator: Bold
- AWARDS
- SOF silver award, category PROFITABLE SOCIAL GOOD
- SOF silver award, OUTDOOR ADVERTISING category
