2016 Winners & Shortlists

Brief Explanation

It is a fact that breast cancer is increasingly prevalent among younger women in the region. It is also a fact that once a year Mammograms can actually prevent the disease from progressing to Stage 2 and 3 in 90% of cases. However, in a conservative society where the subject is hushed up, we needed a reminder that was both effective yet gentle. We found our reminder in nature. Which woman doesn't love flowers? We gifted women a unique Echinopsis Cereus hybrid cactus plant, that bloomed a pink flower once a year. These were specially packaged and distributed across wasl malls and at offices. Discretely kept with the plant were essential BSE and mammogram booklets. As women took these flowers home and cared for them an emotional bond of mutual nurturing developed between them and their plant. And as the Once A Year Flower blossoms so do visits for Mammograms.

Creative Execution

wasl AMG is one of the largest semi-government real estate companies in Dubai with a presence in corporate, housing, hospitality and retail sectors. The campaign began by distribution of the Once A Year Flower plant to women employees across wasl offices during Pinktober. It was then supplemented with a Mall Activation at wasl malls where women given the flower. At this stage, a lot of retailers offered to place Once A Year Flower stands on their premises. Secondary media support was achieved via organic celebrity and social media endorsement. Presently, we are looking at expanding outreach to other distribution channels.

Results

In a conservative society dealing with a hushed up subject, referred to as Hadak Al Marad, aka That Disease, the results were overwhelming. Within the first few days of activation we had organic social media support rising for the Once A Year Flower. Husbands brought their wives to the malls. Breast Cancer survivors came out in support. Women began talking about the disease. wasl employees, tenants and visitors to the mall began to ask for a Once A Year Flower even when the campaign was over. But most importantly, as flowers have started to bloom, we have women actually going for preventative Mammograms.