look after your oranges | breast cancer awareness

the challenge

In October 2022, KEAN Soft Drinks turned to Action Cyprus to create a special campaign with the aim of supporting Europa Donna Cyprus and raising awareness of the important role regular self-testing plays in early breast cancer detection.

Research showed that in 2021 alone, Cyprus recorded 610 breast cancer cases, with 3 of those being detected in men. Early diagnosis of breast cancer can save lives, and self-testing is the first step. Action decided to develop an Instagram campaign, in collaboration with key influencers, to effectively reach and engage target audiences, and encourage women as well as men to turn self-examination into a regular habit. 

The main challenge was posed by restrictions and the topic that is often perceived as a taboo in the society. Therefore Action’s aim was to address the issue and reference breasts without actually showing them.

our approach

Action came up with the #LookAfterYourOranges by KEAN campaign. We worked with 4 women influencers who helped us produce a video to promote the campaign and a step-by-step guide on how to conduct a breast self-examination. In addition, we also invited celebrities, influencers and the general public to post selfies on Instagram placing their right palm on their breast, tagging KEAN and using the #LookAfterYourOranges hashtag. For every selfie that went live, KEAN donated EUR3 to Europa Donna Cyprus. During the campaign, KEAN’s Instagram turned into an information site for breast cancer prevention and breast health, with relevant posts, videos and GIFs.

The campaign resulted in over 1,000 selfies in just two weeks, leading to a donation of EUR3,000 to Europa Donna Cyprus.