Novartis

A survey conducted by Esperity on behalf of Novartis among 170 female breast cancer patients shows that women with breast cancer older than 65 feel less heard, receive less information and have less say in their care process. And that while women aged 70 and older make up no less than one-third of all breast cancer patients in Belgium.

When breast cancer in women over 70 is detected at a later stage, it often has a much greater impact on their health and prognosis than in younger women. To make potential alarm signals tangible and recognizable to women - and especially women over 65 - and their loved ones, a hyper-realistic breast model was developed that looks and feels like the skin of a woman between the ages of 60 and 70, a European first.

The breast model, which features eight of the nine key warning signs of breast cancer, will travel throughout Belgium and is the centerpiece of a new campaign encouraging women over 65 to stay vigilant about their breast health.  

Together with Pink Ribbon , the campaign was launched on August 21, 2025 in Blankenberge, where the bust was unveiled by Martine Jonckheere, who supports the campaign. Pink Ribbon and mascot Sandy were also present.

Moreover, Novartis employees certainly appear to be athletic as well. They are never missing during The Pink Walk in May.