Get women to plant a note that could not be swiped away.

The Amaryllis Belladonna. A flower that blossoms in a breath taking pink.

Once a year, every October. Just in time for breast cancer awareness month.

A flower created as though it was expressly made to remind women every year to go and get tested for breast cancer.

We launched the campaign by getting top celebrities to endorse our cause and by staging an event at Israel's National Theatre in the heart of Tel Aviv. While inside people were invited to look at beautiful shots of our celebs with our flower, outside the theatre one of Israel's main cultural focal points - took on a bright pink color. Making our event impossible to miss.

But that was not all, while celebs shared their pictures on social media encouraging women to get checked, we launched a commercial that invited viewers to visit our mini-site, to buy a flower for someone they love, and schedule a yearly check-up.

Extensive press coverage in national media

194,941NIS earned media | 7,023,029 impressions | 3,526,796 people reached | 54,279 interactions

Ripple effect:

City Councils adopted the initiative by planting public gardens.As yearly reminder. For all women. Forever. To get checked. Because the best cure for breast cancer, is still early detection