How can cervical cancer be fought for the people in the Amazon forest? With a flower that blooms once a year.
In a place where the incidence of the disease is three times the average of the rest of Brazil, Ogilvy Brazil worked with Hermes Pardini Laboratories and Pará State Department of Health to come up with a non-technological-based solution – one that involved a flower that blossoms once a year to remind Amazonian women to have their annual gynecological exams.
The ‘Flower of Life’ is a message inspired by nature that works in a region of low literacy rate, deep in the forest, with no roads and no cell signal, where leaflets and other media solutions are never enough to impact the audience. The flower was developed as a crossbreed of cattleya, created to blossom once a year as a reminder for women to get checked for this potentially deadly disease.
A video shows the flower, its caretakers and social workers who helped distribute it to isolated communities in the Amazon basin. The flowers will help inform over one million women to get their annual checkups.
“By taking care of a plant, you take care of yourself,” says Dr. Heloisa Guimaraes, health representative for the state of Para, in the video.
The local State Department of Health says the campaign involves 3,000 public health agents distributing 5,000-plus flower, which will help transform prevention into a local culture.