2014 Winners & Shortlists

Brief Explanation

In a poll conducted amongst 1,000 local women, we made a startling discovery. Most women, if not all, said they wouldn't do self-checks or get tested for breast cancer - even after we told them that early detection increases chances of survival by up to 80%. The reason cited was that they didn't want to find out if something was wrong with them. Our challenge, then, was to help them overcome this mental block.

The Brief

Daman, the largest health insurance company in the UAE, wanted to encourage women to do regular self checks during and after the Breast Cancer month.

How the final design was conceived

This Calendar was designed to powerfully demonstrate what can happen if you put off, delay or simply forget to do the one thing that is proven to beat Breast Cancer - Regularly Self Check. Perhaps, the only 2014 calendar that stopped after three months - to remind women that life can be cut short just as easily. The design itself, on the other hand, was meticulous in every detail. For instance, the silk hanging ribbon… it was designed to perfectly mirror the Breast Cancer Pink Ribbon. Laser-cut holes with cross hatched manual stitching was designed to strengthen calendar. Then, there were the Do your Self Check today reminders - for the beginning and end of the first two months - January and February.

Indication of how successful the outcome was in the market

500 hand made calendars were given out at the end of Daman's Breast Cancer awareness event held at Yas Marina in Abu Dhabi. We weren't expecting any specific feedback or response other than hoping that women would remember to self-check after seeing the calendar. But the response over the following week surprised everyone. Daman's Call Center recorded over 70 calls specifically asking for extra calendars for these women to share with their friends and mothers.