2009 Winners & Shortlists

The Brief

During the breast cancer month, we wanted to reach women directly, create awareness and educate them on the importance of self examination. But our biggest challenge was to promote breast cancer awareness in a society where even talking about breasts is still considered taboo.

Creative Execution

For a sensitive issue like breast cancer, we had to be more personal and direct. That’s why, the One Breasted Mannequin was an effective piece of communication that grabbed 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.

Describe the creative solution to the brief/objective.

Instead of running another print ad, we opted for a more direct and engaging approach. We collaborated with Bare Essentials, a popular swimwear and lingerie boutique, and placed a One Breasted Mannequin that was sure to grab the attention. We then engaged women with stickers inside the fitting rooms that gave step-by-step advice on how to self examine yourself. Educational tags were also attached to every item in the store. To raise further awareness, we also launched a website - http://www.fightbreastcancer.ae/

Results

The One Breasted Mannequin created tremendous hype and media coverage in leading newspapers, magazines and blogs. The campaign gained a total of 1,937,337 media impressions and US $65,920 worth of free media space. This engaging idea traveled far beyond the store and reached thousands of women locally and around the world.