Encouraging a Habit to back a Noble Cause

To highlight the start of ‘Breast Cancer Awareness’ month and raise further awareness around this global cause, the renowned Lebanese coffee brand Barista released this visual across the social sphere. With the silhouette breast-shaped coffee cups, the tagline reads: "Give it a shot… or five," as the campaign’s copy states that "Women who drink more than five cups of coffee a day have a greater chance at reducing their risk of breast cancer." In terms of positioning, the occasion of aligning the brand with the cause could not have come at a more relevant and opportune time, a win-win proposition for both.