FleishmanHillard Vanguard’ work for Avon’s CSR initiative within Breast Cancer Crusade program was celebrated as Best Social Video of the Year awarded by Russian Communications Directors Association. The video became the central element of #DontWaitDrive campaign created and executed by the agency’s Healthcare team. The new approach appealed first of all at children whose mothers were in a group risk for a breast cancer to set a special day to take their mothers to a doctor for a checkup. The video featured mothers and children who talked about love, care and attention and giving each other a promise to go for a regular annual check-up together making it their “Health day”. Apart from video, 360 degree campaign included wide coverage of traditional media – key women’s and young women’s titles; active engagement of celebrity and non-journalist influencers; and as the key target audience of children represented Generation Z and Y, a major focus of the #DontWaitDrive was on digital and social media campaign with blogger outreach. Viral part reached 50 million people in Russia during just one month, finding a strong emotional response in the hearts of the audience.