Nie rakovine

2023

Awareness about breast self‑examination in Slovakia is extremely low. That’s why we launched the #mirrorchallenge on Instagram — a viral call to action to spread awareness about the importance of breast cancer prevention.

Nie rakovine is a civic association and patient organisation that defends the rights of cancer patients. Their mission is to connect all those who can contribute to improving oncology care in Slovakia. They actively support primary prevention and early diagnosis, while also helping cancer patients and their families cope with difficult situations by providing psychological support, social counselling, and practical advice for managing treatment.

Services
Campaign
Non-profit

Client
Nie rakovine

Team
Idea Maker & Copywriter — Oľga Minčičová
Graphic Designers — Zuzana Lehocká, Maroš Galgóci, Viktor Hermanský
Project Manager – Petra Macháčková
Head of Creative Team – Pavol Schejbal
Performance Specialist – Peter Kmotorka

Key Challenges

One of the biggest challenges was engaging and capturing the attention of the younger generation.

Goals

KEY OBJECTIVES

We set out to find a simple yet impactful way to spread the importance of breast cancer prevention among younger audiences. We built the campaign around a social trend that has lasted longer than any other — the mirror selfie.

Results

WHAT WE’VE ACHIEVED

Traffic to the breast cancer prevention page increased by

+338^%

Traffic to the online counselling page increased by

+387^%

Traffic to the breast cancer symptoms page increased by

+360^%

The #mirrorchallenge landing page reached

5,429 visits

How We Achieved It

Each year, approximately 900 women in Slovakia die from breast cancer — yet regular self‑examinations could save up to 300 of them. Despite this, awareness of prevention is still alarmingly low, especially among younger women.

On Instagram, we launched the #mirrorchallenge encouraging women to share a mirror selfie with one hand raised — the very position in which a breast self‑examination begins — as a show of support for prevention.

We spread the challenge through influencers and public figures, who we reached out to before the campaign launch.
The Instagram challenge quickly grew into a campaign that went far beyond digital channels — making its way into national TV evening news and even appearing on the global stage at Miss Universe.

Campaign Claim