Avon Walk 2010 Russia designed to build awareness for tell women to undergo regular screenings to raise the level of early breast cancer diagnostics became the winner of a prestigious European communications award. Campaign was designed and executed by a leading communications agency Fleishman-Hillard Vanguard in partnership with Elefante special events firm.
European Excellence Awards competition in 2010 was the most popular ever with 1450 applications in 58 categories. Awards were presented by Communication Director, the magazine for corporate communications and public relations in Europe, at the Gala in Prague, Czech Republic. The winning projects were chosen by a jury composed of 30 prominent figures in European communications.
Elena Fadeeva, General Director of Fleishman-Hillard Vanguard: “Avon Breast Cancer Crusade is the largest Russian social awareness campaign, uniting everyone fighting against this deadly disease. I’m very happy to see this great project internationally recognized. I’d like to thank everybody who participated in the massive and really successful campaign, devoted to solving such an important social issue.”
Avon Walk 2010 took place on Vasilievsky Spusk part of the Red Square on May 29. Over 5000 people formed a giant pink ribbon and walked 6 kilometers along the Kremlin Walls to support those fighting the disease and salute breast cancer survivors.
It was covered by leading national media, including print, glossy magazines and national TV channels. Avon Walk culminated in a concert One Day for Life on the Red Square, which was broadcast on Russia’s TVC national channel. On-line and social media coverage was extensive. Red Square press tent allowed the media instant access on-line to post stories live. A lot of citizen journalism stories and photos were posted before, during the Walk and afterwards by Walk participants and even passersby in social media. The campaign reached over 11 million people totally. Over 380 stories were generated in print, TV and other media.
Avon Walk was supported by medical community, healthcare officials, regional and federal governmental organizations, NGOs, celebrities, actors, singers and over 40 companies who became Walk partners. Leading Russian singers performed at the concert for free to support the Crusade.
Michal Borec, Advertising, PR & Communications Senior Manager Eastern Europe:
“We have created with the help of Fleishman-Hillard Vanguard a really exciting and a very effective social awareness campaign, which covered all of the Russia. I’d like to thank everybody who supports our program and who cares for Russian women. Thank you for helping us bring attention to this life threatening disease. I appreciate the work done by the agency team and I’m sure we will work together on other important social projects, that concern health and happiness of every Russian woman”.
The European Excellence Awards were established in 2007 to honor the finest efforts from the world of European communication and public relations. The Awards are hosted by Communication Director, the magazine for corporate communications and public relations in Europe. Published quarterly in English, the magazine features news, opinion, studies, and introduces new European communications professionals. Communication Director is also a co-host of the European Communication Summit, the largest gathering of its kind for in-house communication professionals. www.excellence-awards.eu
The Avon Breast Cancer Crusade was launched in 1992 as a small pioneering program in the U.K. Avon in the U.S. adopted the Crusade the following year. Over the last 18 years, Avon philanthropy has raised and donated more than $700 million to breast cancer programs around the world, supporting cutting-edge research to find a cure for or prevent breast cancer as well as programs that enable all patients to access quality care.