Chiquita renews its support for Fondazione Airc for Pink Month

Chiquita renews its commitment to raising awareness of breast cancer for the tenth year by launching “Small Change, Big Difference”, the campaign created in Italy in collaboration with Fondazione Airc for cancer research.

The research figures

A particularly important message in light of the figures: in Italy, approximately 55.900 women develop breast cancer every year, which affects one woman in eight over the course of her lifetime. Thanks to advances in research, five-year survival after diagnosis has risen from 78% in the 1990s to 89,5%. Research, prevention and early diagnosis remain essential, together with adopting healthy habits and undergoing the check-ups recommended according to age and individual risk profile.

It is precisely from these small daily acts of care that the message of “Small Change, Big Difference” takes shape: looking after yourself, including through small actions carried out regularly, can make a big difference.

Miss Chiquita

The spokesperson for this message is Miss Chiquita who, from her illustrated world, enters the real world for the first time, taking on a new role in the brand’s history. No longer merely the familiar and instantly recognisable character, but a real woman capable of speaking directly to people and giving a voice to an issue that affects millions of women closely.

An evolution that sees her adopt a more contemporary look while retaining her personality, character and distinctive features that have made her an icon recognised around the world. In this new guise, Miss Chiquita is ready to engage directly with her community and become a spokesperson not only for the messages of “Small Change, Big Difference”, but, more generally, for the brand’s initiatives and values.

The video

This transition is depicted in the hero video for the campaign. Miss Chiquita presents herself to the public in a way never seen before: after more than 80 years of emblematic presence on the Blue Sticker, she now becomes the protagonist of a new phase in her story and presents herself to the public as a real-life woman, ready to speak directly to people and bring the values championed by Chiquita into real life.

Her debut begins precisely with an invitation to look after yourself through those small daily actions that contribute to our well-being, such as adopting a healthy lifestyle and paying attention to your health. The film concludes with a simple yet highly symbolic gesture: Miss Chiquita places one hand on her chest, inviting women to get to know their bodies and take care of them; as she does so, she removes the traditional hat that has always characterised her character and reveals herself in a new guise: that of an ordinary woman wearing an elegant, modern scarf.

The same gesture becomes one of the symbols of the campaign and also returns on the iconic Blue Sticker, which, for the Month of Breast Cancer Prevention and Research, turns pink once again, transforming one of the brand’s most recognisable elements into a daily reminder of the importance of prevention.

The comments

“This year, 'Small Change, Big Difference' opens a new chapter in Chiquita’s history. For the first time, Miss Chiquita comes to life and, from an iconic symbol of the brand, becomes a real presence, with a voice capable of creating an even more direct and authentic connection with people. This is an important step for Chiquita, as it evolves the way in which one of our most distinctive assets can represent the brand, its values and the causes we believe in,” says Mariaelena Paragone, head of global brand building strategy at Chiquita. “It is no coincidence that we wanted her first message to focus on an issue that is particularly close to our hearts. Renewing our collaboration with Fondazione Airc in Italy means giving even greater strength to a commitment we have been pursuing globally for many years, reminding people that, when it comes to well-being and prevention, even a small action can make a difference”.

The collaboration with Fondazione Airc confirms a shared commitment to promoting greater awareness of prevention and supporting the fundamental role of scientific research in the fight against breast cancer. Over the years, this work has also translated into tangible support for research, including the funding of two two-year scholarships in 2023 and 2025, and a new scholarship for 2026/2027.

“We are grateful to Chiquita for renewing its commitment alongside us and for helping, also through the power of an icon such as Miss Chiquita, to bring prevention messages into the daily lives of an ever-wider audience,” says Chiara Occulti, chief marketing & fundraising officer at Fondazione Airc. “Research has made important progress in the fight against breast cancer, but it is essential to continue working to reduce the risk of developing the disease, promote ever-earlier diagnoses and develop new effective treatments”.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.