2013 Winners & Shortlists

The Brief

Women are the majority of Procter & Gamble's customers - therefore, they support many women's health issues. Breast cancer affects women in the Middle East an average of 10 years earlier than in the West, thus making early screening and detection in young women essential. Yet these women were not getting checked. We wanted to change that. We realized women weren't listening to the regular awareness campaigns. So we changed our strategy: instead of targeting only women, we targeted women's friends and family. Because a woman is more likely to listen to a loved one instead of a generic campaign.

Creative Execution

We centered the campaign around rings because rings symbolize a strong commitment between two people. In our case, they also serve as a simple reminder about the importance of getting screened. Many P&G products are sold in supermarkets, which is where we distributed many of the rings. We chose other distribution channels based on where our target spends time (gym, shops, clothing stores, universities, etc.). The websites, magazines and celebrities used were also targeted due to their popularity among our audience. These were strategically chosen to have the biggest impact on the people we wanted to reach.

Describe the creative solution to the brief/objective.

Breast cancer doesn't just affect women - it affects everyone in their lives. We wanted to show women that they don't have to go through this alone, and that they're supported by their loved ones from screening to treatment (if necessary). We created The Promise, which consisted of a lot of PR and two specially designed rings. One for the woman, symbolizing a promise to get screened. The other, for a loved one, symbolizing a promise to support her. Our goal was to spread the word about early detection, especially in young women, and turn awareness into action.

Results

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.