Breast cancer remains the deadliest cancer among women in Latvia. In 2024, 359 women lost their lives to the disease. Despite the availability of screenings, many women postpone regular check-ups, often placing other responsibilities before their own health.
To address this “The Pink Oath” campaign introduced a symbolic yet deeply personal commitment encouraging women to prioritize their breast health. Women were invited to create and share their own Pink Oath on social media, transforming a private intention into a public promise.
Well-known public figures amplified the message, urging women across Latvia to put breast health first.
