2009 Winners & Shortlists

Results and Effectiveness

250 of these small scale ambient pieces were placed inside women’s restrooms and changing rooms across malls and stores all over the Dubai & Sharjah. In 2 weeks, 57% of the recipients who interacted with the stress-ball called up FOCP seeking more information on clinics and hospitals that performed mammograms. Since this is an ongoing exercise for the next couple of months, the exact effectiveness of this campaign cannot be precisely measured. But FOCP will be sending out another batch of these small-scale ambient pieces in the coming weeks.

Creative Execution

Lumps and cysts are the most recognisable symptoms of breast cancer. Hence this interactive ambient piece took the form of a stress ball that was light pink in colour. Embedded inside was a stone or a piece of concrete. Upon squeezing the stress ball one felt a distinct lump. This interaction with the stress ball was the closest tactile experience to touching one’s own breast. The message screen-printed on the ball rounded off the message seamlessly: If it doesn’t feel right, something could be wrong. Early detection can help you fight breast cancer.

Insights, Strategy and the Idea

Every year breast cancer affects over a million women around the world. By all verifiable accounts, its incidence increases with age making it the most prevalent form of cancer among women. According to doctors, early detection without a shred of doubt is the best cure. In the Middle-East, women are not keenly aware of the symptoms that cause breast cancer. More importantly they do not examine their breasts on a regular basis. The task at hand was to find a creative way to encourage women to examine their breasts for any kind of irregularity. How could one best simulate the tactile act of examining ones breasts for any kind lump and protrusion?