Women's Basketball League Launches Breast Cancer Awareness Campaign
Translated & summarized from N12 by baba
The Women's Basketball League and Keter have launched the "Shvi Rega" campaign to raise breast cancer awareness, featuring star players like Eden Tsipor and Shir Tirosh. The initiative uses a video and on-court displays during October, Breast Cancer Awareness Month, to encourage women to schedule early detection screenings. This marks the seventh year of Keter's "Shvi Rega" project, which aims to leverage sports' influence to promote women's health.
The story in 5 lines · by baba
- The Women's Basketball League and Keter launched the "Shvi Rega" campaign for breast cancer awareness.
- Four prominent Israeli women's basketball players star in the campaign's promotional video.
- The campaign encourages women to pause and schedule early detection screenings for breast cancer.
- Pink chairs and messages are featured during league games and broadcasts throughout October.
- The "Shvi Rega" initiative by Keter is in its seventh year and includes a website with health information.
The Women's Basketball League, in partnership with Keter, has launched a new campaign called "Shvi Rega" (Pause for a Moment) 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 women's basketball stars: Eden Tsipor of Hapoel Rishon LeZion, Shir Tirosh of Elitzur Ramla, and Abi Myers and Dor Saar of Maccabi Bnot Ashdod. The video shows the players on the court, each in their team uniform, with a pink "Shvi Rega" chair at center court. The campaign's message, delivered through the lens of sports where constant movement is the norm, urges women to pause and schedule check-ups, emphasizing that unlike in training, life doesn't always provide reminders.
As part of the ongoing collaboration throughout October, players wear pink shirts during league game opening ceremonies, and Keter's pink chairs are displayed on the court. "Shvi Rega" messages are also featured during televised broadcasts. The campaign extends to social media, leveraging the players' platforms to reach a wider audience.
The "Shvi Rega" initiative by Keter is in its seventh year. Its central symbol is an iconic pink chair, which has become synonymous with the call for women to prioritize their health. Annually, hundreds of local authorities, companies, and public bodies participate. Each chair includes a QR code linking to a website with information on breast cancer, a risk assessment survey, and links to schedule medical appointments.
Breast cancer is the most common cancer among women in Israel, and early detection significantly improves recovery rates. Keter and the League Management aim to utilize the sports platform and the players' influence to encourage women to take action regarding their health. Odi Sagie, CEO of Keter Group, expressed his pleasure in seeing the message amplified through top Israeli athletes, highlighting the importance of pausing for health.
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