What was the communication challenge?
Our biggest challenge was to promote breast cancer awareness in a society where
even talking about breasts is still considered taboo. Breast cancer month gave us
the opportunity to reach women directly, create awareness and educate them on the
importance of self-examination.
What is the idea?
We collaborated with Bare Essentials, a popular swimwear and lingerie boutique,
and placed an ambient piece in-store – a One Breasted Mannequin that was sure to
grab the attention of the ladies.
But we wanted more than a shock. So we engaged them at every step in the store.
Like in the fitting rooms, the stickers helped them learn how to self-examine themselves
while trying out their lingerie/swimwear items. After the purchase of any item,
the consumer could use the educational tags, which were attached to every item in
the store.
To raise further awareness, we also launched a website - fightbreastcancer.ae. The
website provides statistics to raise further awareness on the importance of early
detection. We also gave contact details of National Breast Screening Centres, where
women could get free mammograms done.
Why does this work?
The campaign was so successful because we took a more direct and engaging approach,
instead of running another print ad that could have been easily missed.
What’s the one thing you love about this?
Everything! I love the entire campaign in total!
What’s next for you?
Well…many more campaigns that have the power to change the consumer’s behaviour
and attitude.
Awards:
* Dubai Lynx 2009 - Gold, Media
* Dubai Lynx 2009 - Silver, Direct & Sales Promotion
* Dubai Lynx 2009 - Bronze, Media
* Dubai Lynx 2009 - Shortlist - Integrated
* Mena Cristal 2009 - 1 Grand Cristal, 3 Cristals
See campaign video
(
http://www.youtube.com/watch?v=NNsCBYX-fig
Nisha Wagh,
Copywriter Memac Ogilvy
With a surname like Wagh (Tigress), you’d expect a tough, cigar-chomping copywriter.
Instead, what you get is one of the mildest, most sensitive people this side of
Tibet. Throw her into any crisis and she’ll come out smiling, giving the Dalai Lama
a run for his title.