2009 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

To make women aware of the dreadful possibility of losing their breasts, we placed a One Breasted Mannequin inside Bare Essentials. We then engaged the customers 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/

Insights, Strategy and the Idea

During the breast cancer month, our main objective was to reach women directly, create awareness and educate them on the importance of self examination. But it was a big challenge to promote breast cancer awareness in a society where even talking about breasts is still considered taboo. Rather than running a conventional single print ad, we opted for a more direct and engaging approach. So we collaborated with Bare Essentials, a popular swimwear and lingerie boutique and placed a One Breasted Mannequin that was sure to grab the attention. Being a popular swimwear and lingerie boutique, breast cancer was an issue directly connected to the brand. For the customer, the communication was shocking yet educational.