Campaign is based on contrast between vulnerability of woman and cruelty of the fight against malign a enemy.Strong determination of subtle woman to face the hard rival – cancer – is supported by the symbols of boxing. Very feminine and subtle heroines of this campaign find themselves in unexpected fighting positions. They illustrate the situation when the tender feminine beings must cope with a malign disease.At the same time we emphasised that every woman has a chance to win this fight. The condition is her readiness and prevention.

Main strategy was to motivate women to carry out regular self examination of their breasts, as the best way to prevent potential complicated treatment.Media used: TV commercial, outdoor posters and billboards, press advertising, internet banner , boxing gloves.