Five years of the Grand coffee campaign: “Let’s make time for screenings”
More than 45,000 women have undergone free preventive mammography screenings.
“Pink October” is dedicated to the fight against breast cancer, and this month also marks a special anniversary - five years since Grand coffee, through its campaign Let’s make time for a checkup and the recognizable slogan “Don’t look into the cup, get checked!” has been reminding women of the importance of preventive screenings. Through the free mammography campaign, which is carried out within the project by the Institute of Public Health of Serbia “Dr Milan Jovanović Batut”, under the patronage of the Ministry of Health, more than 45,000 women have been examined so far.
This recognizable initiative, supported by well-known figures from our public life, such as singer Marija Šerifović, actress Anđelka Prpić, and athlete Ivana Španović, reminds women year after year that caring for one’s health must be a priority. The face of this year’s campaign is Marija Kilibarda, one of the most beloved TV hosts on the domestic scene, who has called on all women to set aside precious time for a checkup.
Half a decade of the campaign
We measure half a decade of our campaign not only by its duration, but by the number of screenings that have given women safety, peace of mind, and, in some cases, timely diagnosis that saves lives. More than 45,000 women have undergone preventive screenings in the mobile mammograph so far, and our goal is for that number to grow every year. That is exactly where the power of unity lies - in the fact that we turn coffee into an opportunity to talk about the most important topic and the most valuable gift we can give ourselves - health,” said Vanja Vukadin, Regional Brand Manager at Grand coffee/Atlantic Grupa. On the occasion of the International Month of Breast Cancer Awareness, free preventive examinations in the mobile mammograph will again be organized this year, and during October it will be set up in the Zlatibor District - in Užice and Priboj.
The working hours will be daily, from 9 a.m. to 6 p.m., and the highest turnout is expected from women aged 45 to 69 who have not had a mammogram in the past two years. The examination itself takes ten minutes, is simple and painless, and results are available within a maximum of three weeks. From 2021 to 2024, the mobile mammograph “visited” several cities and locations across our country: Belgrade, Zrenjanin, Aranđelovac, Veliko Gradište, Gornji Milanovac, Kraljevo, Vrnjačka Banja, Knić, Čajetina, Prijepolje, Kosjerić, Despotovac, and Sjenica. The entire process, from imaging to issuing results, is carried out by the Institute “Dr Milan Jovanović Batut”.
In Serbia, around 4,000 women are diagnosed with breast cancer every year, while unfortunately 1,600 lose their lives. However, statistics show that breast cancer, if detected in time, is curable in more than 90% of cases. The latest data from the Institute of Public Health of Serbia “Dr Milan Jovanović Batut” also confirm the importance of timely screenings, showing that from 2013 to 2022, the number of women who died from breast cancer decreased by 16.9 percent. Therefore, every woman who goes for the screening is a symbol of the courage and success of this campaign.
Five years, thousands of stories, tens of thousands of screenings - and one big shared promise: that no woman forgets her health should always come first. So, don’t look into the cup, get checked!
With the message “Don’t look into the cup, get checked!” we continue working to raise awareness about breast cancer prevention and the importance of early diagnosis. Of great importance to us are also the recognizable collaborations with famous women and all our partners. Our common goal is for as many women as possible to get screened. We invite them, just as they “grab a coffee” with their friends and loved ones, to set aside time and “drop by” for a mammogram, because it could save their lives. We are proud of the fact that, within this campaign, more than 45,000 women have undergone their screening so far, which is a clear sign that they truly understand how important prevention is and how it can save their lives.
Think about yourself and your health, “drop by for a checkup” and get the most important image that can mean - life. Let’s make time for a checkup!
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