2016 Winners & Shortlists


EntrantFP7/CAI Cairo, EGYPT
CategoryLive Experience
Entrant Company FP7/CAI Cairo, EGYPT
Contributing Company FP7/CAI Cairo, EGYPT
Media Agency INITIATIVE Cairo, EGYPT

The Campaign

In Ramadan charity-related campaigns battle for people’s attention and donations, relying on their willingness to give their time and money for a cause. Most charity organizations go for TV as the main communication channel in order to get highest viewership and thus return on investment. The real challenge for us was to break through the over-saturated clutter of TV commercials and charity ads of Ramadan and find a way to grab people’s attention. Our objective was to was to change the perception of breast cancer as the “bad disease” that people shy away from, and create enough awareness about it so that people start including it among the causes they’re willing to donate to in the future. Strategy: So we decided to come up with a new medium, capitalizing on the daily rituals of people in Ramadan, and we went where our audience naturally goes: Dessert Shops. The idea was simple: Buy a treat, save a life. We transformed desserts during the month of Ramadan into a new medium, which travel around with the person who buys them to every gathering and get exposed to more people. Execution: Baheya went to 34 of the biggest dessert shops in Cairo, and there we turned the standard pink wrapping ribbon into the breast cancer ribbon, along with a sticker saying facts about breast cancer. All people had to do is pay an extra 5LE donation, which they gladly did given the Ramadan occasion and how insignificant it is compared to the average dessert price. Thus, guaranteeing breast cancer awareness messages delivered not only to the person who bought the ribbon, but also to every other person they encounter, turning breast cancer into a topic of conversation and raising awareness about its precautionary measures.

The result was our pink ribbons reaching 70,000 Egyptian households, meaning breast cancer awareness messages delivered not only to the person who bought the ribbon, but also to every other person they encounter. With zero media spending, our hashtag #pinkramadan spread organically and people started sharing pictures of the ribbon and facts about breast cancer. The campaign had a total of 3M reach and 4M impressions with 89% of the posts in Egypt coming from males. The campaign achieved 10 million dollars worth earned media and a had a 1:18 return on investment. And most importantly, there was a huge increase in early detection calls in Baheya, that the hospital had to push the working hours of Ramadan with 2 more hours. Breast cancer turned from a cause people shy away from to a cause they are willing to donate money to.


Name Company Role
Ahmed Hafez Youness FP7/CAI Executive Creative Director:
Marwan Younis FP7/CAI Creative Director
Sandra Riad FP7/CAI Senior Copywriter
Mariam Ibrahim FP7/CAI Art Director
Reem Hashem FP7/CAI Graphic Designer
Sondos Effat FP7/CAI Account Director
Nahla Hendy FP7/CAI Account Director
Hussein Diaa FP7/CAI Account Supervisor
Mariam Ouf FP7/CAI Senior Account Executive
Hanaa Baghdaddy FP7/CAI Digital Unit Director
Umar Ashraf FP7/CAI Digital Account Manager