2014 Winners & Shortlists

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.

Describe how the promotion developed from concept to implementation

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 given out at the end of Daman's Breast Cancer awareness event held at Yas Marina in Abu Dhabi.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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.