A group of women, among them familiar faces including actresses, models and fashion designers, went on a sun-filled Athens tram ride on Tuesday earlier this week. From Zappeion Hall to Neos Cosmos and back again, the ride was dedicated to talking to each other, as well as informing others about a type of cancer which is on the rise. According to world figures, the breast cancer death toll is currently rising by 1 percent every year. Meanwhile, it is estimated that one in 10 women living in Europe will be a victim of breast cancer at some point in her life. Tuesday’s initiative was organized by the Greek chapter of the international Fashion Targets Breast Cancer campaign. Established six years ago, Fashion Targets Breast Cancer Hellas is part of a highly visible global effort which was initially launched in 1994 under the leadership and creative guidance of Ralph Lauren. Its major tool? The Fashion Targets Breast Cancer T-Shirt. Currently active in 12 countries around the world, the campaign focuses on research, awareness, treatment and support. All figures points to its success: In Britain alone, 10 million pounds have gone to research. In this country, the campaign’s success culminated in the establishment of To Spiti tou Stochou (The House of the Target), which carries out mammograms. Up to 30 women a day undergo a mammogram here – free of charge for 40- to 69-year olds. Following the tram ride, participants joined others at a press conference. Representing Fashion Targets Breast Cancer in Greece, Marilena Stratopoulou spoke about the local and international campaigns, while Eryfilli Galli of Athens Tram pointed out that the public transport company is focusing on informing its passengers (65 percent of whom are women) about environmental, cultural and health issues. Also on the panel were Hellenic Fashion Designers Association President Daphne Valente and Fashion Targets Breast Cancer spokeswoman and model Vicky Kagia. On the Greek campaign’s fashion front, T-shirts, dresses and other apparel have been designed by Eryfilli Nikolopoulou (in tandem with jewelry designer Yiannis Geldis), Deux Hommes, Mi-Ro and Simeoni. Fashion Targets Breast Cancer Hellas has also collaborated with Sophia Kokosalaki and John Varvatos – the latter invited to create the first design for men. The Greek campaign’s products are currently available at a number of stores, among them Attica, Hondos Center, Lussile, Artisti Italiani, Notos Galleries, Fena and Oxette. Also participating in the campaign is a new footwear collection carried out in collaboration with local shoe manufacturers Elite. «This is about love deposits,» noted Stratopoulou. «Love deposits which we should not keep inside, but distribute on a daily basis.» Starting with ourselves. For more information log on to www.ftbc.gr. For mammogram appointments at To Spiti tou Stochou, call 188.8.131.528.