2014 Winners & Shortlists

BREAST CANCER CALENDAR

BrandDAMAN
Product/ServiceBREAST CANCER AWARENESS
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryCompany Literature
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES

The Brief

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.

Creative Execution

Even though most women know they ought to do regular breast self examinations, few actually do. Our calendar was designed to shock women out of their apathy. As the largest health insurance company in the UAE, Daman's calendar made health a priority for women in a truly unexpected way.

Describe the creative solution to the brief/objective.

We designed a hard-hitting calendar that powerfully demonstrated 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. To reach more women, 500 hand made calendars were directly given out at the end of Daman's Breast Cancer awareness event held at Yas Marina in Abu Dhabi.

Results

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.

Credits

Name Company Role
Paul Banham FP7/DXB Executive Creative Director
Amit Ranjan FP7/DXB Creative Director/Copywriter
Joseph Alipio FP7/DXB Art Director
Ryan Atkinson/Paul Banham FP7/DXB Head Of Design
Erol Salcinovic FP7/DXB Design Director
Racha El Saadaoui FP7/DXB Business Director
Tahaab Rais FP7/DXB Head Of Insights And Strategy
Deblina Gupta FP7/DXB Account Director
Nishan Eastman Printing Press LLC
Ali Farrag FP7/DXB Account Manager