Although breast cancer prevention has been widely discussed in the public sphere for many years, statistics regarding the incidence of this disease are not optimistic. According to the World Health Organization, breast cancer is currently the most frequently diagnosed cancer in the world (overthrowing lung cancer in 2021). The disease is increasingly affecting young people – over the past 30 years, its incidence in women aged 20-49 years has almost doubled.

According to statistics, every day in Poland, more than 50 women hear the diagnosis: “We have detected breast cancer.” 15 people died from it. We can change this. Breast cancer, detected at an early stage, is a curable disease – says Agnieszka Ford, one of the organizers of the #PomacajSie campaign, implemented by the Kochasz Dopilnuj Foundation. For this to happen, it is necessary to carry out regular tests, which we recommend all Polish women do, he added.

October, which has been Breast Cancer Awareness Month for many years, is a good opportunity for women who, for various reasons, ignore prevention, to undergo examination. We encourage them to do this in various, sometimes non-standard ways, says Agnieszka Ford. One of them is a collaboration with Piekarnia Cukiernia Putka, which this October included breast-shaped cookies in its offer.

The sweet taste of prevention

This year, for the third time, we joined the #PomacajSie campaign, a national campaign to fight cancer. From October 11 to 15, all Putka bakeries will offer unique breast-shaped cakes. We will donate PLN 3 from the sale of each to the fight against cancer – says marketing director Zuzanna Putka-Twardowska. Additionally, each cake will be accompanied by a brochure with instructions for breast examinations and tips on whether and how often, depending on age, preventive cancer screenings should be performed. “We hope that seeing these unusual cakes will encourage our customers to take care of their health, and sometimes even their lives,” he added.

The #PomacajSie campaign is the flagship project of the Kochasz Dopilnuj Foundation, founded by Renata Kabas – Komorniczak, Anna Szołucha – Pogorzelska and Małgorzata Lakowska. This organization promotes cancer prevention. The #PomacjaSie campaign was accompanied by a series of exhibitions featuring photos of post-mastectomy women, self-examination workshops and various non-standard promotional activities.