Waze Launches Breast Cancer Awareness Campaign With Comedian Adi Ashkenazi's Voice
Waze is launching a Breast Cancer Awareness Month campaign featuring Israeli comedian Adi Ashkenazi's voice, virtual pink cars, and mapping of hundreds of medical clinics to encourage women to get tested.
Waze users have previously enjoyed navigation prompts in a drill sergeant style or even the voice of former Israeli President Reuven Rivlin, who recorded navigation instructions for Israel's 70th independence anniversary in 2018. Now, another familiar voice is coming to the app: Israeli comedian Adi Ashkenazi, who will guide drivers as part of a campaign encouraging women to undergo health checkups.
The initiative is being launched for Breast Cancer Awareness Month, observed in October, in collaboration with the "One in Nine" association. Users in Israel will be able to select Ashkenazi's voice for navigation, hearing specially written campaign messages in her signature style alongside directional instructions. The goal is to utilize time on the commute, at home, or running errands to remind women to prioritize their health amidst busy routines.
Global Campaign and Medical Mapping
Simultaneously, the campaign will run in the United States in partnership with the National Breast Cancer Foundation (NBCF), featuring the same elements except for Ashkenazi's voice. According to the company's announcement, the preparation mapped approximately 400 breast surgery clinics and mammography centers in Israel, and thousands of locations in the United States, making it easier for users to locate relevant medical services. Additionally, a special global splash screen will appear in the app to mark awareness month.
Drivers will also be able to give the on-map vehicle a new look. As part of the campaign, a virtual car named The Fearless Cruiser will be offered, inspired by a Mini Cooper design in pink and cream colors with a pink ribbon on the roof. Users can also select a dedicated Mood icon, visible to other drivers on the map, alongside campaign-related pins and messages.
Origins from a Hackathon Initiative
The idea for the collaboration was born at the "LifeHack" hackathon initiated by the "One in Nine" association. Yifat Aloof Davidi and Maya Rotem proposed integrating navigation reminders to encourage women to take care of themselves, winning first place among roughly 100 submitted ideas. According to the association, the company and the two initiators worked voluntarily to turn the proposal into a campaign in Israel and the United States.
"The connection with 'One in Nine' and Adi Ashkenazi allows us to use the driving experience to remind women, in an accessible and down-to-earth manner, not to delay checkups and to make time for their health," said Guy Berkowitz, CEO of Waze.
Tali Rozin, CEO of "One in Nine", explained the choice of the navigation app: "The insight behind the idea was that women are extremely busy and overwhelmed on a daily basis, so we need to find those moments 'on the go' to remind them to take care of themselves."
As previously reported, consumer and food brands are also preparing for Breast Cancer Awareness Month. Elite Coffee will launch pink-edition capsules in collaboration with "One in Nine", while Pesek Zman will feature special packaging with the message "Take a break," encouraging women to dedicate time to their health. Meanwhile, Keter continues its "Sit a Moment" project, offering pink chairs with a QR code leading to early detection information, with proceeds dedicated to the "One in Nine" and Gamani associations.
