2014 Winners & Shortlists

The Brief

The objective was to increase early breast cancer detection awareness among women, especially Emiratis. Since it’s difficult to approach women in public about breast cancer in the UAE, we found the perfect captive audience in taxis reserved for women. The campaign interrupted their everyday commute and got them to spread the word in the privacy of their homes.

Creative Execution

Dubai Taxi Corporation’s ‘Pink Taxis’ couldn’t have been a more perfect fit for Pink Caravan. As an NGO, Pink Caravan’s mission is to raise awareness about breast cancer. The campaign achieved this by getting the word out to thousands of women in a very targeted manner.

Describe the creative solution to the brief/objective.

With the captive audience in tow, we created the “seatbelt lump,” sleeves strapped to the seatbelts of taxis with a ball placed inside. With the sleeves resting above the breast area, seatbelts were uncomfortable enough for the audience to feel the “lump” and find our message. This dramatized how it's never this easy to detect breast cancer. In some taxis, pressing the lump interrupted regular radio broadcasting with a pre-recorded message about early detection. The desired outcome was to get passengers to pick up instructional leaflets and to talk about early detection with their family and friends.

Results

We reached 63,237 passengers, increased web traffic by nearly 30%, increased followers across social media platforms by 15% and generated an estimated AED 37,000 in PR value in one month.