Women's Basketball League Launches Breast Cancer Awareness Campaign
Translated & summarized from Sport5 by baba
The Women's National Basketball League and Keter have launched a breast cancer awareness campaign for the 2026/27 season. The initiative features star players in a video promoting early detection and includes pink chairs and messages during games. The campaign, part of Keter's seven-year "Shvi Rega" project, aims to encourage women to prioritize health screenings, as breast cancer is the most common cancer among Israeli women.
The story in 6 lines · by baba
- The Women's National Basketball League launched a breast cancer awareness campaign with Keter.
- The campaign features star players Eden Tsipor, Shir Tirosh, Abi Meyers, and Dor Saar.
- A video encourages women to pause and schedule medical check-ups for early detection.
- Pink chairs and messages are part of the initiative during league games and broadcasts.
- Keter's "Shvi Rega" project marks seven years of promoting early breast cancer detection.
- Early detection significantly improves recovery rates for breast cancer, the most common cancer in Israeli women.
The Women's National Basketball League, in collaboration with Keter, has launched a new campaign to raise awareness for early detection of breast cancer. The initiative coincides with the start of the 2026/27 season and the observance of October as Breast Cancer Awareness Month.
A promotional video features four prominent Israeli league stars: Eden Tsipor of Hapoel Rishon LeZion, Shir Tirosh of Elitzur Ramla, and Abi Meyers and Dor Saar of Maccabi Bnot Ashdod. In the video, the players are shown on the basketball court, each in their team's uniform, with a pink "Shvi Rega" (Take a Moment) chair from Keter placed in the center. They convey a message that while athletes are accustomed to constant movement and competition, in life, it's crucial to pause and schedule a medical check-up.
This campaign is part of an ongoing partnership between Keter and the league administration throughout October. During televised league games, players wear pink shirts, Keter's pink chairs are present on the court, and "Shvi Rega" messages are displayed on screens. The campaign has also expanded to social media, with the players sharing the video on their platforms to maximize reach.
The "Shvi Rega" initiative by Keter marks its seventh year of promoting early breast cancer detection. Its central symbol is an iconic pink chair, which has become synonymous with the call for women to prioritize their health. Hundreds of local authorities, companies, and public bodies participate annually. Each chair features a QR code linking to the initiative's website, offering information on breast cancer, a risk assessment survey, and links to schedule screenings with health funds.
Breast cancer is the most common cancer among women in Israel, and early detection significantly improves recovery rates. Keter and the league administration aim to leverage the sports platform and the players' influence to reach more women and encourage them to take action regarding their health. Udi Sagie, CEO of Keter Group, expressed his pleasure in seeing the message amplified through top Israeli athletes, emphasizing the importance of pausing for health.
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