AXA Prevention, an organization dedicated to promoting a culture of prevention, has launched a new campaign in partnership with Altmann+Partners to raise awareness among the French public about the importance of cancer screening. The campaign takes a unique approach by framing cancer screening not as a duty, but as an act of love. It uses relatable figures—such as family members, friends, neighbors, and even pets—to encourage people to prioritize their health and the health of those they care about. The campaign's centerpiece is a film produced by Julie Navarro and produced by BIG. The film has been available in cinemas and on various platforms since October 5, including TF1+, France Télévisions, Netflix, Amazon, and YouTube. This multi-platform strategy aims to reach a wide audience and reinforce the message that cancer screening is a caring gesture rather than a formal requirement. In addition to the film, the campaign includes a DOOH (digital out-of-home) component displayed in Paris Airports. These digital advertisements are designed to catch the attention of travelers and commuters, further spreading the message of preventive care and the importance of regular screenings. The initiative reflects a broader effort to make health-related decisions more personal and emotionally resonant. By associating cancer screening with love and care, the campaign hopes to reduce the stigma and reluctance often associated with medical check-ups, encouraging more people to take proactive steps in their health journey.