To mark Breast Cancer Awareness Month, BAAS DIGITAL conceived the creative concept and fully handled the video production for PHARMASERVE-LILLY‘s new campaign, “Not Another Pink Post.”, aiming to take awareness one meaningful step further.

The campaign focuses on the gap between awareness and action. Every October, social media feeds fill with pink awareness posts. The campaign breaks this familiar pattern, both literally and creatively, to reveal a clear message: “Don’t put off your breast check any longer.”​

At the heart of the creative concept is lilly.gr/EpomenoVima, a dedicated landing page offering clear guidance, reliable information and links to official resources. It helps women find their next step, whether they have received a screening reminder, are unsure where to start or have noticed a change in their breast.

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The need for a clear next step is also reflected in the available data. According to Eurostat, in 2023, only 14.5% of eligible women aged 50–69 in Greece underwent mammography as part of the organised breast cancer screening programme.*​

The campaign runs across Meta, YouTube, TikTok and DV360, using video and static formats to encourage audiences to move from awareness to action.​

Because early diagnosis can make a difference.​

*Source: Eurostat, Cancer screening statistics, 2023.​

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