A bright pink chair might seem out of place on a basketball court. But at women's basketball games across Israel this October, it will have an important role to play, reminding players, fans and families that taking a moment to look after their health could make all the difference.
As part of Breast Cancer Awareness Month, Israeli company Keter is bringing its long-running "Take a Seat" campaign to the Women's Premier Basketball League, using the familiar pink chair to encourage women to prioritize their health and undergo recommended breast cancer screenings.
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Women's Premier Basketball League players raising awareness of breast cancer screening
(Photo: Courtesy)
Throughout Breast Cancer Awareness Month, the chairs will be displayed at league games, while players will participate in pre-game ceremonies wearing pink shirts bearing the campaign's message. The campaign also will appear on arena screens, television broadcasts and social media, extending its reach beyond those attending the games.
The partnership brings the awareness initiative into professional women's sports for the first time, using basketball games to reach players, supporters and families.
Breast cancer is the most common cancer among women in Israel. Early diagnosis can significantly improve treatment outcomes, with survival rates reaching approximately 90% when the disease is detected at an early stage, according to figures cited by the campaign.
Seven years of raising awareness
Keter launched the campaign seven years ago, producing its chair in pink each October to encourage women to take time out of their daily routines and pay attention to their health.
The initiative also supports the work of One in Nine and GamAni, two Israeli nonprofit organizations involved in breast cancer awareness and supporting women affected by the disease.
Keter is bringing its long-running "Take a Seat" campaign to the Women's Premier Basketball League
(Photo: Yanai Yechiel)
Over the years, the chairs have appeared in public spaces and cultural institutions across Israel. Previous installations included hundreds of pink chairs arranged to form the breast cancer awareness ribbon in parks and along Israel's coastline. The campaign has also reached audiences at the Israel Philharmonic Orchestra, Habima National Theatre and Ben Gurion Airport. Businesses have participated by displaying the chairs in their workplaces and sharing images on social media.
According to Keter, companies involved in this year's initiative include NVIDIA, Varonis, Mobileye, Applied Materials, Magnum Ice Cream and Enlight.
Bringing the message to the basketball court
The partnership with the Women's Premier Basketball League is intended to connect breast cancer awareness with an audience already engaged in women's sports. By incorporating the campaign into games and broadcasts, organizers hope to encourage conversations about early detection and preventive health care.
"For seven years, Keter has led the 'Take a Seat' initiative based on a simple belief: businesses can and should use their presence, influence, and products to create positive impact," said Udi Sagi, CEO of Keter Group. "Our goal is to reach more women with a simple but powerful message: take a moment, get screened, and make your health a priority."
The campaign's organizers say they hope its presence at basketball games will encourage women to take preventive health measures, including scheduling breast cancer screenings when medically recommended.