To raise awareness of breast cancer recurrence risk, The Crew and Novartis gave the familiar flower-petal game a whole new meaning. A heartfelt, poetic campaign encouraging women to keep loving their bodies and caring for themselves, with attention that goes beyond treatment.
He loves me, he loves me not… What if the familiar flower-petal game could carry a much more meaningful message?
For Novartis, The Crew created a campaign that uses the language of flowers to open up an important conversation about breast cancer recurrence risk.
Inspired by the anatomy of the breast, flowers became the campaign’s central visual symbol. In a series of powerful portraits, blooms symbolically replace breasts, representing resilience, recovery and new beginnings.
To bring the message to life, four ambassadors who have experienced breast cancer firsthand came together for a floral workshop. Through honest conversations, they share their personal journeys, emotions and reflections, highlighting the importance of staying aware of recurrence risk.
Because loving yourself also means continuing to care for yourself… attentively.
