2014 Winners & Shortlists

The Campaign

In a poll we 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. We launched a massive campaign to change their behavior and encourage breast self examinations.

Success of the Campaign

The response to our campaign was extremely encouraging. Over 5,000 women took part in the campaign directly… in the charity run and the event. The visits to the Daman website increased by over 64%. In the poll conducted after the campaign, more than 55% women said they'd started doing self-checks. But the way we see it, our job isn't over yet. Next year, we'll try to convert the rest of them.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Our campaign started with two radio spots that were designed to shock women out of their apathy. Within minutes of airing them, Daman were inundated with calls complaining about the powerful content of the spots. We followed it up with another piece… a hard-hitting 2014 calendar that stopped after three months - to remind them that life can be cut short just as easily. The print ads adopted a slightly different strategy… but equally provoking. We cleverly showed that breast cancer CAN be beaten through regular self-checks and tests. For women who were now willing to listen, we showed them how to do self-tests through our digital banners. We even turned Daman's website pink for the entire length of the campaign. To give the campaign more legs, we held a charity run and an awareness event… where we also gave away fridge magnets that would remind them to regular self-checks.