PARTENAMUT, AIR AND CLÉLIA ODETTE JOIN FORCES FOR BREAST CANCER AWARENESS MONTH

October is here, bringing falling temperatures, falling leaves and shorter days. But October also marks a host of initiatives raising awareness of breast cancer. Since 1985, Pink October has been a key moment worldwide to encourage women to take part in breast cancer screening and to raise funds for research. As it does every year, Partenamut is once again doing its part to support the cause.

This year, Partenamut and air are addressing a simple but important reality: despite the fact that the Mammotest, Belgium’s official breast cancer screening programme, is free of charge, many women still do not take part. Among the reasons that can discourage women from screening, fear plays a significant role — fear of the result, but also fear of the test itself and the pain it may cause.

In response to these insights, Partenamut and air are delivering a reassuring yet impactful message: the most frightening thing about a Mammotest is putting it off. The earlier breast cancer is detected, the better the chances of successful treatment. The campaign also reminds women aged 50 to 69 that screening is free every two years.

To bring this message to life, who better than Clélia Odette, described by Marie Claire Belgique as “the photographer who celebrates women over 50”? A powerful message is paired with a powerful image, combining femininity, authenticity, strength and hope.

Credits: ​ ​

Client: Partenamut ​
​Contacts: Christine Robie, Charlotte Lambert, Rosalie Schallon
​Agency: Air ​
​Client Manager: Georgia Vandenberghen
​Creative Director: Creative Council
​Creation: Edouard Coune, Arnaud Bailly, Anouk Lemm, Marie Paris
​Photographer: Clélia Odette
​Motion Designer: Boris Delire