Prevencia Sakartvelo: Novartis x Starcom Campaign on Breast Cancer Awareness

In 2025, Novartis, in collaboration with Starcom, launched პრევენცია საქართველო (Prevencia Sakartvelo) — a nationwide breast cancer awareness campaign designed to address one of the most sensitive yet critical public health issues facing women in Georgia: early detection and screening.  

At a time when fear, stigma, and misinformation continue to prevent women from seeking preventive care, the campaign set out with a clear mission, which was to inform, support, and empower women across the country to take responsibility for their health, regardless of geography or background. 

Turning Awareness Into Action 

Prevencia Sakartvelo was built as a fully integrated communications effort, maximizing reach across trusted and high-impact touchpoints. Heartfelt video commercials, educational social media content, and informative brochures placed in clinics worked together to bring essential information to life and elevate breast cancer awareness to the center of national conversation. 

Rather than relying on fear-based messaging, the campaign struck a deliberate balance between rational, fact-based education and emotional reassurance, ensuring that women felt both informed and supported. 

Trusted Voices, National Credibility 

A cornerstone of the campaign was credibility. Novartis and Starcom engaged some of Georgia’s most trusted public figures and medical professionals to lead the conversation. 

An in-depth interview between renowned neuropsychologist, therapist, and coach თამარ თანდაშვილი and respected medical expert Dr. ამირან გამყრელიძე, former Minister of Health of Georgia, elevated the topic of women’s health to top-tier national media. Their dialogue helped legitimize the discussion around breast cancer screening and positioned prevention as a shared societal responsibility. 

Further strengthening the campaign’s authority, interviews with high-integrity specialists such as acclaimed mammologist ირაკლი კოხრეიძე provided clear, accessible guidance on screening, symptoms, and early detection, answering the real questions women had been afraid to ask. 

Human Stories That Break the Stigma 

Recognizing that statistics alone are not enough to overcome fear, Prevencia Sakartvelo placed real human stories at its core. The campaign shared the experiences of two breast cancer survivors, Eka and Natia, allowing women to connect on an emotional level and see screening not as a source of dread, but as a path to survival and hope. 

These stories helped normalize the conversation around breast cancer, dismantle stigma, and remind audiences that early detection can and does save lives. 

Measurable Impact at a National Scale 

The results of Prevencia Sakartvelo demonstrated that meaningful health communication can drive tangible action: 

• 39+ million impressions and 6.5 million video views across YouTube and Meta 

• 125,000+ website visits in the first month alone 

• Nearly 40% of visitors proceeded directly to clinic searches, proving strong intent and real behavioral impact 

• 100% reach of the target audience (women aged 28 and up) within just a few months 

From clicks to clinic visits, the campaign successfully translated awareness into action. 

A New Benchmark for Medical Awareness Campaigns 

Prevencia Sakartvelo has since been recognized as the most successful medical awareness campaign in Georgia since the end of the COVID-19 pandemic. More than a communications initiative, it became a nationwide movement, one that placed women’s health at the forefront of public discourse and empowered thousands to take preventive steps. 

At Novartis, the belief is clear: every woman deserves to feel informed, cared for, and empowered. Because one screening can change everything. And sometimes, it saves lives.