Annual Report 2006

13
Media Advocacy Campaign
As part of the “International Breast Cancer
Awareness Month” held throughout the globe,
the ICA launched a campaign aiming to increase
awareness about this issue, with the help of
advertisements and public service announcements.
The campaign marking the Breast Cancer Awareness
Month was formulated and produced on a
volunteer basis by the BBDO/Gitam advertising
agency, and included advertisements in national
and local newspapers, in all the female oriented
magazines and weekly newspapers, in the distribution
of "My Postcard", in the Russian and
Arabic press, on TV on Channels 1, 2, 10, the
Music Channel 24 and HOT cable channels. It also
appeared on nationwide basis on CTV screens
at supermarket chains, gyms, and pharmacies.
The campaign even made a debut on the VIVA
channel which has a high percentage of female
viewers. The ICA was the first organization to
advertise on this channel. The campaign aimed
to increase awareness about early detection of
breast cancer and to encourage mammography
screening compliance. This goal is conveyed
through the following message: "An early
detection test for breast cancer can save your
life. You should be checked". The campaign
referred women to the Telemeida service or
the website to receive an information booklet
free of charge.
Updated
Publications
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Chronic Lymphocytic
Leukemia (CLL)
The Shrine of the Book in
Jerusalem lit up in Pink
The Shrine of the Book at the Israel Museum
in Jerusalem was lit up in pink, as
part of the sixth annual initiative of Estée
Lauder, to light up sites throughout the
globe in pink, marking Breast Cancer
Awareness Month 2005, in conjunction
with the Israel Cancer Association.
Mrs. Gila Katzav, wife of the President of the
State of Israel, was the first woman in Israel
to receive the pink ribbon, the symbol of the
battle against breast cancer, at the opening
ceremony of Breast Cancer Awareness
Month, held by Mrs. Miri Ziv, ICA Director
General, James Schneider, Director of the
Israel Museum and Herbert Garnier, CEO of
El Khalil, representing Estée Lauder in Israel.
333 balloons were launched into the sky as
part of the ceremony, representing the number
of women who contract breast cancer each
month every year. Tammy Rimon, an ICA
"Yad Lehachlama" volunteer, mesmerized
the audience with her sweet voice. Pink ribbons
symbolizing the battle against breast
cancer were distributed during Breast Cancer
Awareness Month at all Estée Lauder counters
throughout Israel with the aim of encouraging
women to undergo a mammography screening
test each year, and to convey the message
that early detection saves lives.
Additional sites that were lit up in pink during
the month throughout the globe, as part of
the international initiative to increase awareness
were: the Empire State Building in New
York, the Graceland Estate of Elvis Presley in
Memphis, the Vienna Municipality in Austria,
Niagara Falls in Ontario, Canada, Tokyo Tower
in Japan, the Royal Opera House in Convent
Garden London England, Namsan Building in
Seoul Korea, and many other buildings.
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Hormonal Treatment for
Breast Cancer