2016 Winners & Shortlists

Brief Explanation

FOCP (Friends of Cancer Patients) is an NGO committed to helping cancer patients and their families in the UAE. Awareness is at the heart of FOCP’s mission, which involves creating awareness for six early detectable cancers. To raise awareness for testicular cancer, we had a limited budget to go after a 15 to 35 male audience.

The Brief

Create awareness for testicular cancer in a non-threatening manner, in the process get men to actively participate and engage in a sensitive topic.

How the final design was conceived

To begin we had to look into how frequently golf players changed their golf balls. We then looked into golf ball packages in order to recreate the look and feel, from colours to typography. We included our own message using the same kind of info-graphics and information found on your typical golf ball packs. Even size came into factor in order to create something realistic and true to its original form. The pack featured facts on testicular cancer, signs to look for, and more importantly info graphics on how to do a quick self-check for any early signs.

Indication of how successful the outcome was in the market

Our golf ball giveaways allowed people to sidestep inhibitions to talk about testicular cancer in public. With 1,200 balls, leaflets, surveys and doctors on hand we were able to reach an audience we never could before. As a piece of communication it was relevant to the event, while reaching FOCP’S objective to create awareness for testicular cancers in a non-threatening manner. Reached +180k people, increasing web traffic by 40% and social media following by 17%. With an estimated PR value worth around AED 350,000 it was a record-breaking campaign for FOCP. We even had celebrity golfers appear and take a few packs home with them.