Breasts are everywhere. On TV, in adverts, movies and magazines. We love to look at them; we love to stand out with them! They stir society, and yet their health is still taboo!

We want to change this by launching a new campaign #PUPKULTURA. At the heart of this name and the movement itself is the idea that breast care must become an everyday part of our lifestyle and culture.

We will start with a campaign in February, under the slogan: “Take care of what you LOVE!” This will be a campaign in which we celebrate our love for breasts, because they have given us so much, from the day we were born!

The campaign will encourage people to remember to regularly check their breasts for any possible changes, as well as call for donations towards supporting women with breast cancer, giving them the opportunity to have counselling and/or physiotherapy sessions.

In 2018, the Foundation provided support for 150 women in Latvia affected by breast cancer. We anticipate that in 2019 this figure will increase to 250 and, in order to cover this support, we need to raise at least EUR 25 000.

By combining street advertising with social networks, we will not only introduce the movement, but also allow others to engage in activities that they can share with others.

We will also launch an online shop for fashion and charity products.

However, this is just the beginning. Our plans are to expand the long-term movement by attracting different partners from art and other industries, together creating a variety of activities to help bring the idea of the movement alive.

The campaign is organised by The Pink Train Foundation charity, which helps provide support for women with breast cancer.

More information can be found on our Latvian page under the tab: #pupkultūra