During the Covid-19 pandemic, proper breast exams were not possible in the same way due to quarantine guidelines.
The Avon Foundation needed to show that the possibility of cancer exists for all people with breasts, and women need a more proactive approach to take care of themselves.

As a call to women to get back to scheduling regular exams, the campaign celebrated their strenght and courage to face challenging moments in life by increasing the number of breasts exams and possibilities for successfull recovery.