Regina Maria let daughters donate their unused mammograms to their mothers

Romania has Europe's highest breast cancer mortality rate, with most cases caught late and no national prevention programme — yet women delay screening despite knowing early detection pushes survival past 95%. Regina Maria, the country's largest private healthcare network, wanted Breast Cancer Awareness Month to become the season Romanian women actually get screened, not another sea of pink ribbons.

Don't argue with a frightened woman — hand the decision to her daughter: donate the unused mammograms in younger plans to mothers, and walk them through the clinic door.

#TakeYourMomToMamo mobilises daughters instead of patients: they book the appointment, donate the unused annual mammograms sitting inside their own subscription plans to older women, and physically accompany their mothers to the clinic, with the donation mechanic woven into Regina Maria's web, email and clinic touchpoints. The campaign runs across YouTube, Meta, TikTok, search and out-of-home. This year's edition is anchored by a real story: Lara Ionescu, whose future motherhood the brand once imagined through AI, called the team months later to say she was pregnant — her first ultrasound and her mother's tears reframe the mammogram as what unlocks futures rather than what detects disease.

The campaign aims to make screening a repeated seasonal ritual of love, with booking mechanics built into every touchpoint so a daughter can act the moment she feels something. The source article reports no screening-uptake numbers.

Every October Romania turns pink, and every November the ribbons come down and nothing changes. Romania has Europe's highest breast cancer mortality rate — roughly three times the continental average — with nearly nine in ten cases caught too late and no national prevention programme.

Women are not dying for lack of information: they know early detection pushes survival past 95%. They delay because a mammogram is the moment everything could change, so they put it off — next month, next year, never. Regina Maria, the country's largest private healthcare network, and agency Punk concluded you cannot argue a woman out of that fear.

So #TakeYourMomToMamo stops speaking to the women who are afraid and mobilises their daughters: they donate the unused annual mammograms sitting inside their own plans to the older women who need them, book the appointment and walk their mothers through the clinic door. Screening becomes a seasonal ritual of love instead of a private act of courage. 'When a daughter says "I'll take you," the conversation is over,' said Punk founder and CSO Raluca Kovacs.

This year's edition is anchored by reality: Lara Ionescu, whose future motherhood the brand had once imagined through AI, called months later with news no campaign could script — she was pregnant. Her real pregnancy and her mother's tears at the first heartbeat became proof that a mammogram is about being there for the grandchild a grandmother is determined to hold. The work runs across YouTube, Meta, TikTok, search and out-of-home, with the donation woven into Regina Maria's web, email and clinic touchpoints.

Awareness was not the problem — fear was — so the campaign changed who acts rather than repeating facts at the frightened person.

The daughter has cultural permission to insist in a way a clinic reminder never will; 'I'll take you' converts hesitation into a family promise.

Donating unused mammogram entitlements gives young subscribers a costless, concrete act instead of a ribbon.

Embedding booking in the brand's web, email and clinic touchpoints removes the gap between feeling something and doing something.

When fear blocks a behaviour, don't address the frightened person — mobilise someone whose voice outranks the fear, and give them a concrete mechanism, not a message.

The campaign runs across YouTube, Meta, TikTok, search and out-of-home as Regina Maria's push to turn October into Romania's screening season. It is the third Regina Maria collaboration with Punk documented in the library, following the prostate-cancer matchday stunt and the patient-filmed recovery platform. The source reports no uptake figures yet.