ANDY Awards – shortlist
ADCE Awards – bronze
EPICA Awards – 2 x shortlist
Zlatý klinec – 2 x silver
Slovakia ranks among the EU countries with the highest breast cancer mortality rates among women. More than 1,000 women die from this insidious disease every year. One of the most effective ways to improve this statistic is prevention through mammography, which women aged 45 to 74 can undergo free of charge every two years. Yet only 30% of women use this opportunity. Why? Because they put everything else before their health. Shopping, grandchildren, or even taking care of the garden.
Novartis set out to change women’s behaviour. And so, the first botanical notification was born.
Campanula medium, also known as the bellflower, is a biennial plant that blooms once every two years. At exactly the same interval recommended for preventive mammography screening. We handed out hundreds of bellflower seed packets to women on the streets of Trnava and encouraged them to grow a healthy habit. All they had to do was plant the seeds in their garden, and every time the bellflower blooms, it will remind them that it is time to book a screening. To make booking as easy as possible, each seed packet included contacts for certified mammography centres located directly in Trnava.
Together with the city and the Amazonky Civic Association, we also planted a permanent symbolic bed of bellflowers in the popular local Rose Park and introduced the project at an official press briefing. The event was supported by doctors as well as the mayor himself.
As a result, the campaign was covered by several local and national media outlets. With a zero media budget, we gained media space worth €25,640. In total, the campaign reached more than 500,000 people and, most importantly, it also had an impact on women’s behaviour. As many as 86%* of women are considering undergoing a mammography screening in the future, the only examination that can detect breast cancer early.
*Source: MNForce survey, Q4 2025