Bellflower Reminder

Creative idea

To communicate life-saving prevention without a traditional media budget, we turned nature into our primary media channel. In Slovakia, mammograms are available for women every two years. We found an unconventional format to deliver this message: the bellflower, which blooms exactly once every two years. We distributed branded seed sachets and planted 150 bellflowers in a city park. By matching the medical interval with a biological cycle, we transformed a beloved garden plant into a long-lasting, living medium. It delivers a highly targeted, zero-cost notification exactly when needed: when the flower blooms, it’s time for the check-up.

Brand name: Novartis
Advertiser / client: Novartis
Product / service: Breast cancer prevention
Campaign name: Bellflower Reminder
Agency network: INDEPENDENT AGENCY
Agency: Kreativna Dvojica, Bratislava
Executive creative director: Michal Hornicky
Creative director: Ivana Hornicka Paconova
Art director: Michal Hornicky
Copywriter: Ivana Hornicka Paconova
Designer: Veronika Mrkvicova
Client account director: Nina Micudova