Company: All Channels Communications, Sofia, Bulgaria
Company Description: All Channels Communication/Fleishman- Hillard Associate is a group of agencies specialized in PR and advertising services. All Channels | PR is one of the leading PR consultancy, winner of many prestigious international and Bulgarian awards. ACC works for the public image of Postbank, AVON, Eko, Sofia Auto, BAT, One, AFI Europe, GlaxoSmithKline, Jim Beam, Maggi, Nescafe.
Nomination Category: Company/Organization Categories
Nomination Sub Category: Corporate Social Responsibility Program of the Year in Europe

Nomination Title: From Love for Life. AVON against Breast Cancer

Tell the story about what this nominated company achieved (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Summary of the Campaign:
Breast cancer, “the most female disease”, is entirely curable if diagnosed in
time. In spite of this, almost 3,100 Bulgarian women die from breast cancer
every year and hundreds of thousands are its potential victims. Awareness
raising and prevention are the best way to change this sad statistics. That is
the very goal of Avon Bulgaria which has invested its efforts and resources to
fight breast cancer through its “From Love to Life” Campaign for a seventh
consecutive year. When the activities have a seven-year-long history, you
reach a phase of selecting, or even creating new ones, while trying to avoid
getting lost in hyper-creativity, which disregards the key messages. The main
goal of the 2008 campaign was to raise funds which would ensure the highest
number of free breast cancer prevention check-ups using the mobile
mammographic and echographic equipment donated in the course of the previous
campaigns. At the same time, the campaign had to reach a national level as
well as more people.

The target:
The campaign targets women 18-55 years of age. An important target of the
campaign is also the 40,000 Avon Representatives who sell the charity
products.

The strategy:
Entering its 7th year, the campaign had to retain the interest to the problem
while building upon it. Meanwhile, the communication channels had to be
drastically widened in order to maintain the campaign’s popularity and
leadership position in Bulgaria. This is why, its communication strategy for
2008 was based on:   

• Innovation – exemplified by the provocative message “Stand by Me”, which
helps us to verbalise the doubling of our efforts and the implementation of
Avon’s tested approach for attracting Representatives and followers of the
cause as well as for fundraising;
• Increasing the number of activities and communication channels – TV, radio,
Internet, BTL, guerilla;
• Personalising the problem – each participant became a goodwill ambassador
which meant, for all of us, approaching one step closer to the problem’s
solution; 
• Focusing on Avon’s contribution.

Execution:
• The famous actress Tsvetana Maneva and the Multiple Olympic Champion Maria
Grozdeva became all-year Goodwill Ambassadors of “From Love to Life”
Fundraising Fund.
• 80,000 Bulgarians voted online for choosing the Ambassadors and the results
were announced at a VIP event in April.
• The charity product of the campaign – a pink T-shirt – had two faces,
inspired by that year’s motto.
• Its launch took place in June simultaneously in the two biggest Bulgarian
cities connected through a satellite connection.
• A special interactive campaign for recruiting participants in the March
Against Breast Cancer made it possible in August for each person willing to
join the March to enlist his/her friends so that together they could become
campaign ambassadors. The recruitment campaign involved 5 BTL events in Sofia.
• A TV and radio clip announcing the March was distributed for free to over
4,5 mln. people through the media partners.
• On 26 September the March was initiated in front of the National Theatre in
Sofia by a Charity Bazaar and later continued along the most central streets
of Sofia. The final point of the event was marked by a charity concert in
which 10 popular Bulgarian singers participated.
• Avon Bulgaria donated 3,200 additional free prevention check-ups – equal to
the number of participants in the March.              

Results:
• More than EUR 75,000 raised for a year through the sale of charity products;
more than EUR 337,000 raised during the 7 years of the campaign;
• 3,200 participants in the March Against Breast Cancer in Sofia and over
25,000 participants in parallel initiatives in more than 20 Bulgarian towns;
• A record number of media partners – 13 national radios, 8 national
televisions, 6 women’s magazines, 6 web portals.
• For a first year the initiative found also its business partners, Coca-Cola
Bulgaria and Burger Sofia;
• Above 250 publications in national and local media;
• Almost 1 million people visited the website of the campaign (7 million
country population);
• For the 7-year duration of the campaign was bought the first mobile
mammographic and echographic equipment in Bulgaria with whose help 16,000 free
breast cancer prevention check-ups have been done financed by the funds raised
in the campaign.
• More than 30 celebrities volunteered for the benefit of the campaign.

List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

Supporting materials for this entry were submitted offline.

Provide a brief (up to 100 words) biography about the leader of this nominated company:

As All Channels’ Head of Brand Communications Department, Maria Slavova has
been leader of “From Love to Life” project for four years. This campaign is
the most commented and highest appraised charity campaign in Bulgaria,
recognized as a cornerstone by the local PR professionals and the media. Maria
has been working at the agency for 6 years and is responsible for brands like
Jim Beam, Western Union, GlaxoSmithKline, MSD, Sanofi~Synthelabo, Bayer, and
etc.