Komen Italia, an organization aiming to fight against breast cancer, has chosen the Winx, the fairies born from “Winx Club,” on a new campaign sending messages through Rainbow, a global content company.

"The Winx have always been ambassadors of positive values and messages, and now more than ever we are happy to collaborate with Komen Italia to promote such an important issue as prevention," says Lorena Vaccari, global marketing director, Rainbow. "The idea of targeting children stems precisely from the desire to get this fundamental message across from the very youngest, to reach the hearts of their parents in an even more exciting and effective way."

The “Winx Club” characters will be Komen special spokespeople, addressing little girls directly and providing content that will engage them in helping their mothers take care of their health through prevention. The campaign launches on Italian Mother's Day, May 9.

“Winx Club” fairies Bloom, Stella, Flora, Aisha, Musa and Tecna will propose different kinds of magic to girls. Among the many activities created, girls will also get the chance to draw with their mom and join the competition to win prizes.

The Winx will also promote the Race for the Cure registrations through their own channels, inviting families to join Komen Italia in the event for the fight against breast cancer in Italy and in the world.

"We are happy to have Rainbow join Komen Italia to promote our awareness campaign on the importance of prevention, especially addressing to mothers”, says Riccardo Masetti, professor and president, Komen Italia. “Thanks to The Winx, little girls will be able to convey simple tips to their families, to follow a healthier lifestyle and take part in the Race for the Cure 2021 edition, where the Winx will be the Special Ambassadors.”