Breast cancer affects women in the Middle East 10 years earlier than in the west - this means that early screenings in young women are vital for fighting the disease. However, young women weren't getting screened, which told us that they weren't listening to generic awareness campaigns. So we decided to target someone they would listen to: their loved ones.
We created The Promise as a way for friends and family to support a woman. We designed and produced two rings: one for the woman, symbolizing a promise to get screened. The other, for her loved one, symbolizing a promise to support her no matter what. By giving a ring to a woman, people could let her know that she's not alone in the fight against breast cancer.
By using DM's, PR and strategic distribution channels, we spread the word of the campaign to thousands of women.
Success of the Campaign
We got over 98,000 promises as a result of the campaign. The Promise was featured on several websites, social media and featured in Pose magazine. As word of the campaign spread, stores and organizations requested more rings for distribution.
P&G was able to spread the message of screening and early detection in a unique way. Women and their loved ones were educated about the importance of screening. Most importantly, women were reassured that breast cancer doesn't just affect them - it affects the people who love them as well. The promises of support showed women they weren't alone in the fight against breast cancer.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The Promise was launched at a special event at a popular Dubai club. The event was covered by media. Through our PR campaign, the rings were also prominently featured in a fashion editorial in Pose Magazine. Rings were then distributed, for free, in supermarkets, gyms, jewelry stores, cafes and universities. On Valentine's Day, the rings were also given away in flower shops and lingerie boutiques. Throughout the campaign, DM's were sent to journalists, bloggers and cultural influencers, who then covered the campaign in various media. Throughout the campaign, people were encouraged to share The Promise with friends, family and on social media.