Pink trucks and contemporary artists and influencers set hope in motion

The number of breast cancer cases in Hungary remains alarmingly high. Waberer’s, Volvo Trucks Hungary and Wáberer Medical Center are joining forces this year to give new impetus to raising awareness during the month of fighting breast cancer in October. The special feature of this year’s campaign is that contemporary writers and visual artists have also joined the initiative to use art to present the emotional and physical stages of the disease – from diagnosis to recovery and then moving on.

Hungarian statistics that inspire action

According to the latest data, 69,410 new cancer cases were registered in Hungary in 2024. The number of female breast cancer cases increased continuously between 2020 and 2024, to nearly 170 per hundred thousand people. This data also emphasizes the importance of awareness, prevention and regular screening – as early detection can save lives.

The Health Bridge Association highlights: monthly self-examination is recommended from the age of 20, annual screening is recommended for those over 40, while public health screening is mandatory every two years between the ages of 45 and 65.

Pink trucks, strong messages

The iconic elements of the joint October campaign by Waberer’s, Volvo Trucks Hungary and Wáberer Medical Center are pink-painted trucks, which will be driving with female drivers across the country and Europe. The vehicle driving on Hungarian roads also collects encouraging messages in a unique way – by scanning the QR code on the side of the truck, anyone can send their well wishes to those affected on the mozgasbantartjukaremenyt.hu website.

After every message received, the three companies provide support to the Health Bridge – Solidarity Against Breast Cancer Association, which has been working to increase prevention and awareness for more than two decades.

“We are trying to ensure that Waberer’s is present in everyday life not only as an economic actor, but also as a responsible company and that we stand by causes such as the fight against breast cancer. I like this contrast that appears in our joint campaign: the world of trucks, which is fundamentally a masculine medium, draws attention to the fight against breast cancer through two pink-painted vehicles and keeps hope in motion. The world of logistics is also capable of conveying human values, and to show: every kilometer traveled counts if it serves a good cause”

– said Dorottya Varga, Marketing and PR Director of Waberer’s.

With the power of art for those affected

This year, four artists joined the campaign: Anna T. Szabó and János Lackfi each with a literary work, while Panni Czikkely and Dorottya Kránitz present the journey of the disease from examination to recovery with visual works. The works will be permanently exhibited at the Wáberer Medical Center, where they will remind us not only of the journey of the disease, but also of the power of hope.

“Art can show emotions that are difficult to express in words. With this series, we want those affected and their relatives to feel that they are not alone. We feel it is our mission to draw attention to the need for regular screening for diseases that, if detected early, can now be treated well,” said Beáta Wáberer, Marketing Manager at Wáberer Medical Center.

A collaboration that creates a real impact

“We are proud to be part of an initiative in which, together with our partners, we stand together for a noble cause, the fight against breast cancer. This campaign goes beyond business boundaries: it is about real social responsibility and solidarity. It is inspiring to see how our initiative is gaining momentum, and I believe that together we can achieve a real, measurable impact”

– said Zsófia Bálint, Marketing Manager at Volvo Trucks Hungary.

For Waberer’s, social responsibility is one of the core values ​​of the corporate culture. The company has been supporting disadvantaged children, environmental projects and health programs for years – including the International Children’s Rescue Service’s cancer screening truck. Volvo Trucks Hungary regularly organizes blood donations, fundraisers and foundation programs, while the Wáberer Medical Center promotes the importance of prevention and early diagnosis every day.