Breast Cancer Crusade, an NGO health awareness program, supported by  Avon set out in Russia with an initiative to educate women on the crucial importance of regular check-ups  A new approach to this serious issue was developed within a  creative campaign #DontWaitDrive (#НеЖдиВеди). Campaign urged grown up children to take their mothers to doctors today and fix an annual date for the future.  Such a unique creative approach was for the first time used in breast cancer prevention in Russia In one month campaign reach out to 50 million people and millions of women went for a life-saving check up.

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