2014 Winners & Shortlists

Results and Effectiveness

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 the week after the Breast Cancer Awareness event surprised everyone. Daman's Call Center was inundated with calls from members specifically asking for extra calendars to share with their friends and mothers.

Creative Execution

Our media team launched a Breast Cancer Awareness event at Yas Marina in Abu Dhabi, where the Calendar was distributed amongst the 5,000 local women that participated in it. The Calendar was also made available via health card renewals for Daman members and during new memberships. We even mailed the Calendar to local women that form a large base of Daman's members… thereby ensuring a massive reach.

Insights, Strategy and the Idea

As the largest health insurance company in the UAE, Daman wanted to encourage women to do regular breast self-checks and make health their priority. But in a poll conducted amongst 1,000 local women, we made a startling discovery. Most women said they wouldn't do self-checks or get tested for breast cancer. The reason cited was that they didn't want to find out if something was wrong with them. So, to help them overcome this mental block, we designed a Calendar 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 - Regular Self Checks. It is, perhaps, the only 2014 calendar that stops after three months - to remind women that life can be cut short just as easily and to not take their health for granted.