2015 Winners & Shortlists

The Campaign

This is the story of how we got Lebanese men to stand up for their women! Despite decades of breast awareness campaigns, women in rural places were still not getting their mammography mainly because men were still the decision makers even when it comes to health issues …a women couldn't get a mammography if it wasn't approved by her husband, father or brother. So we decided to break the rules, break the taboos and address Lebanese Men. The time had come for them to reciprocate by being responsible and remind women in their lives to get a mammography. The communication shift triggered a national PR storm driving men to join the fight against breast cancer. Through an integrated PR approach and impactful messaging in our campaign, we transformed Lebanese men into ambassadors, reminding women in their lives to get the yearly mammography because early detection will save their lives.

Success of the Campaign

The breast cancer awareness campaign made Lebanese Men and the entire Lebanese population involved, more aware and willing to join the fight against breast cancer increasing the yearly mammography by a staggering 32% over 2013! We dominated the media scene through News reports, TV shows and prime time talk shows reaching up to more than 5,947,076 people. Social Media allowed direct engagement and interaction with a total reach of 3,002,977 people! Campaign total reach 8,950,053 people The advertising campaign touched and reached 85% of our target enforcing the message and call for action. The campaign generated more than 70 reports and interviews across top tier print, broadcast and online mediums leading to a National interest hence increasing reach and number of screening. MOPR was able to grow the facebook community from 5,000 to 21,000 likers in one month (+40%).

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

We partnered with the Ministry of Public Health and invited the Minister to encourage Men to remind the woman in their lives to get tested. We got the Prime Minister’s wife endorsement as she opened the Grand Serail -Government monument- for the first time to launch a nationwide campaign. A TV spot, light and drama-free, enforced the emotional connection between both genders and helped spread our message. We engaged with the campaign’s stakeholders: Order of Physicians, Pharmacists, Nurses, hospitals, Patient Groups to reach the wider audience through workshops and seminars in municipalities. On the media forefront, we reached to opinion leaders starting a different conversation on all channels. TV anchors wore the pink ribbon and special reports tackled the importance of early detection and mammography. An interactive conversation was initiated on the social portals using #b7ebzakrik (I wish to remind you) creating engagement with bloggers and overall target.