| Brand | GE |
| Product/Service | BREAST CANCER SCREENING AWARENESS |
| Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Category | Community Applications |
| Entrant Company: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Advertising/Web Design Agency: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Brief Explanation
Many women in KSA are burdened by misinformation and fear when it comes to breast cancer. We needed women to overcome these barriers, sign up for the first mobile screening drive and spread the world. So we tapped into the always popular design-you-own-avatar habit in Saudi and gave women a non-threatening way to activate change – by designing an avatar, creating a message, and sharing it. Next, we took this peer support to the ground with the first-ever countrywide parade of its kind both online (on popular sites) and in real-time at the screening drive launch event.
Credits
| Preethi Mariappan |
TBWA\Raad |
Head Of Digital |
| Melanie Clancy |
TBWA\Raad |
Sr. Content Strategist |
| Felipe Galiano |
TBWA\Raad |
Interactive Art Director |
| Joelle Zgheib |
TBWA\Raad |
Arabic Copywriter |
| Juan Behrens |
TBWA\Raad |
Graphics/Motion Designer |
| Hanin Abusamra |
TBWA\Raad |
Project Manager |
| Sawsan Fahim |
TBWA\Raad |
Social Media Executive |
| Jerome Conde |
TBWA\Raad |
Sr. User Interface Developer |
| Sarabjeet Singh |
TBWA\Raad |
Sr. Flash Developer |
| Navin Chauhan |
TBWA\Raad |
Technical Lead |