A Mysterious QR Code Keeps Popping Up All Over Germany... Its Goal: To Save Lives By Preventing Breast Cancer

Pink Ribbon's "Scan to Take Care" initiative invites women to scan prominently displayed QR codes and encourages them to download the free breast care app

Every eighth woman is diagnosed with breast cancer in the course of her life - sometimes at a young age. The earlier breast cancer is detected, the better the chances of recovery

Pink Ribbon Germany is using an unusual initiative to draw attention to the importance of early breast cancer detection this International Women's Day. "Scan to Take Care" sees Germany's best-known sportswomen, presenters and influencers wearing a striking QR code on their breasts. 

The goal: to encourage more women to regularly scan their breasts and have check-ups by downloading the free "breastcare app" developed by Pink Ribbon. The figures show just how important the topic is: One in eight women will develop breast cancer in their lifetime. The earlier the diagnosis is made, the better the chances of recovery in most cases. 

When out shopping, on TV, on social media, on the sports field or when checking into a hotel: the pink QR code pops up in the most unexpected places to sensitise the general public about early breast cancer detection.

Football clubs in the 1st and 2nd divisions of the women's Bundesliga, including Eintracht Frankfurt, FC Nuremberg and MSV Duisburg, are also taking part in the awareness campaign by wearing the eye-catching code during training, at matches and on social media posts. The enigmatic QR code is even emblazoned on the breasts of shop assistants (Primark), hotel staff (Marriott) and even shop window mannequins (Calzedonia), inviting women to scan it with their mobile phones. It will pop up at countless events and on social media channels for countless other companies and brands.

QR code is intended to irritate and thus save lives

The code at the centre of this unusual campaign was chosen as a visual irritant. It reflects how the disease also begins with a small irritation when a change is discovered in one's own breast. If you want to know what it's all about, scan the code with your mobile phone and you will be taken to the landing page for the "Scan to Take Care" campaign, as well as a download link for the free breastcare app from the non-profit organisation Pink Ribbon.

The app offers important information on statutory and free screening tests, tips on self-scanning, a cycle calendar with a reminder function, a nationwide breast care centre finder and many other important features in numerous languages. It does all this without collecting personal data and is advertising-free. 

Content creator and business angel Diana zur Löwen says:

"I think it's important to work with Pink Ribbon to reach young women in particular, who are at the start of their careers. It's not just early detection that should be a matter of course. The way society deals with the disease must also become more natural, for example when a woman returns to work after surviving breast cancer."

More than 70,000 new cases per year

The creative campaign has a serious background: breast cancer is the most common type of cancer in women. Every year, more than 70,000 women in Germany are diagnosed with the disease. This means that one in eight women will develop the disease in the course of heir lives - at any age.

The risk of developing the disease increases from the age of 25, a point at which changes are more difficult to detect in the dense breast tissue of young women. In addition, the standard preventative programme at the doctor's only begins from the age of 30 with an annual palpation examination, and from the age of 50 with mammography screenings.

"Breast cancer doesn't just affect older women after the menopause! According to the Robert Koch Institute, 15 per cent of cases affect women under the age of 50. That's why we want to reach younger women in particular, and encourage them to take their screening into their own hands and become more aware of their breasts,… After all, the earlier breast cancer is recognised - whether through self-testing or a "scan" by a doctor - the greater the chances of recovery in most cases.”

- Christina Kempkes, co-founder of Pink Ribbon Germany

These are just some of the celebrities personally affected by the disease

Some of the celebrity supporters of "Scan to Take Care" were motivated to get involved in the campaign by their own experiences with breast cancer. Presenter and entrepreneur Sylvie Meis was diagnosed with breast cancer in the summer of 2009 at the age of 31 after insisting on further examinations: "It is so important for me personally to campaign for more early detection of breast cancer. I have experienced for myself that this can save lives - my own! Pink Ribbon's 'Scan to Take Care' initiative for this year's International Women's Day is a brilliant idea that I hope will reach as many women as possible. Ladies, we support each other, especially when it comes to such important health issues."

Nicole Staudinger discovered a lump in her breast on her 32nd birthday: "Without my own palpation, I would probably no longer be here today. Pink Ribbon raises awareness of this serious, potentially life-threatening disease, where, something as simple as a palpation - as in my case - can be life-saving," says the bestselling author.

TV presenter Tanja Bülter was diagnosed with breast cancer in 2020 as a single mum. She managed to maintain a positive mindset despite undergoing chemotherapy, radiotherapy and surgery twice. "The diagnosis is not only a shock for the woman affected, family is also indirectly affected. Together, with the support of the people around you, it's easier to get through such a difficult time. For me, it was crucial to remain optimistic and keep my zest for life."

Celebrities such as Tanja Bülter, Vanessa Eichholz, the Hahnertwins, Regina Halmich, Karo Kauer, Franziska Knuppe, Frauke Ludowig, Sylvie Meis, Silvia Neid, Nicole Staudinger, Sophia Thiel and Diana zur Löwen are all proudly wearing the pink QR code on the Internet and at events on International Women's Day.