Not just chocolate: the secret message appearing on Pesek Zman packaging
Ahead of Breast Cancer Awareness Month, the company is launching a special edition of the iconic brand that will lead consumers to a personal risk questionnaire and donate part of the proceeds to saving lives.
Ahead of Breast Cancer Awareness Month, the iconic chocolate bar is changing its packaging to remind women to take a moment for themselves. The special edition will include a smart scan for a personal risk questionnaire, and part of the proceeds will be donated to the 'One in Nine' (Achat Mi-Tesha) association.
Amidst the intense daily routine, where many women rarely stop to take care of their health, the Strauss company and the 'One in Nine' association are launching a special edition of the Pesek Zman bar for the fourth consecutive year. On the packaging, decorated with the pink inscription 'Take a break' (Kachi Pesek Zman), a QR code has been integrated. Scanning the barcode leads consumers to an information page about the importance of early detection and an online questionnaire to assess personal risk of contracting the disease.
The central message of this year's campaign seeks to prevent the disease before it strikes. The 'One in Nine' association calls on women from the age of 25 to fill out the questionnaire and bring it to their attending physician, with the goal of building a personalized monitoring plan. Medical data highlights the importance of this move: breast cancer is the most common among women in Israel, and a quarter of those diagnosed each year are under the age of 50, but early detection of the disease increases the chances of recovery to over 90%.
The CEO of the association, Tali Rozin, emphasized that the choice to harness business activity to save lives is welcome, and noted:
'A few minutes of attention to yourself today can make all the difference tomorrow.'
The special edition will be sold at points of sale across the country during the month of November, and part of its proceeds will be donated to the association. Parallel to the consumer campaign, the Strauss Group has signed a joint charter for saving lives together with the association. As part of this charter, the organization commits to promoting awareness among its employees, and the association will provide close accompaniment and support to employees and spouses of employees who fall ill throughout all stages of dealing with the disease.
