2016 Winners & Shortlists

Brief Explanation

Breast cancer is a highly sensitive topic, aiming to spread awareness about it is considered a challenge as our target usually avoid any attempt to discuss it. Accordingly, we had to approach women on a one-on-one basis where they would feel comfortable enough to receive our communication message that is quite confrontational. Hence, our campaign took place in locations that ensure women their privacy yet, is still public so we can reach as many as we could. And since our target usually avoids the topic, communicating directly with our target ensures their response to the question they always avoid asking, “sure I don’t have breast cancer?”

Creative Execution

We placed our message on mirrors where women literally faced them selves with “the” question “sure I don’t have breast cancer?” and designed the self-check brochure in the shape of a question mark, leaving only a full stop behind after taking one, letting them literally turn the question to a statement by taking one. The mirror effect of inverting the question mark forms a contour of breasts, which made the brochure a physical manifestation for women. We ran our campaign in October (breast cancer month) and communicated our message in private locations where women would be receptive to our message.

Results

Our campaign had a significant stopping power; our confrontational question did not only succeeded in grabbing our target’s attention, but also in influencing them to interact with it. Seeing the question right in front of them created a need for an answer and avoiding it was not an option anymore. Women directly responded to our communication where more than 60,000 brochures were taken resulting in 60,000 questions that turned into a statement. Additionally, The hospital’s mammogram exams exceeded by 16% during the campaign, helping us take step in a long journey to spread early breast cancer awareness among Egyptian women.