2011 Winners & Shortlists

The Brief

The task was not only to educate on the dangers of breast cancer to women of Bahrain, but to also attempt to overcome the social taboo associated with the disease and to get women to

Describe how the promotion developed from concept to implementation

The movement was launched On-ground and this became the most hard-working platform throughout the campaign. The Think Pink team went out into Bahrain and spread the ‘I Check’ movement by educating women face to face and stamping their hands, this was then all captured and uploaded. The movement had a Digital home, which everyone was driven to, where they could upload their own photos and view the masses who were already part of the movement. Other support channels included Interactive Print, PR, Outdoor and Events.

Describe the success of the promotion with both client and consumer including some quantifiable results

The ‘I Check’ movement was very successful, fantastic on-ground work meant we reached extensive clubs, schools, hospitals and were present at key events. The microsite had 1,000s of uploads; coverage reached thousands of readers including all the major publications in Bahrain; Formula Driver Hamad Al Fardan helped to lead the movement and get publicity for the cause; Gulf Air supported the movement. From a client perspective the iCheck movement fit perfectly into their 3 pronged strategy of Awareness, Education and Early Detection. The clients target was to achieve BD 578,000 ($1,532,994)to purchase a Digital MRI Machine for the main public hospital of Bahrain, Salmaniya Medical Complex. The iCheck movement was the communications mouth piece which worked side by side with the MRI, fundraising BD128k ($339,477), one of the highest achieving fundraising campaigns on the island. From a consumer perspective, the iCheck icon became almost an identity for the client. Women and people everywhere were showing solidarity by raising their hands and yelling out 'iCheck' as if showing the iCheck symbol whether they had the stamp or not. Men, women and children recognised this as an action which symbolised solidarity in the fight against breast cancer.

Explain why the method of promotion was most relevant to the product or service

For the first time in Bahrain history, people were publicly acknowledging a disease that was once so taboo that it was barely even whispered.