2013 Winners & Shortlists

Execution

In the UAE, breast cancer appears in women much earlier in life, which makes early detection essential. Yet young women were not listening to campaigns telling them to get screened. So we decided to target not just women - but the people who love them. The Promise is a breast cancer awareness campaign directed at a young woman's friends and family, so they encourage her to get screened. Specially designed rings were produced and packaged as pairs - one for the woman, symbolizing a promise to get screened. The other, for her loved one, and a promise to support her throughout the process. The rings were featured a special event at a local club, distributed as DMs to journalists, bloggers and cultural influencers and handed out at universities. They were also given away at supermarkets, fitness centers, jewelry stores, & fashion boutiques; on Valentine's Day, the rings also appeared at flower shops and lingerie stores. A PR campaign led to the rings being featured in a fashion editorial in a women's magazine, and to be supported by a popular regional singer. The Promise was reported on by several sites, and over 98,000 promises were made.