2016 Winners & Shortlists

Brief Explanation

Baheya activated breast cancer awareness messages in dessert shops with a simple call for action: Buy a treat, save a life. They have intrigued people’s attention as 34 of the biggest dessert shops in town by changing their dessert ribbon into the pink breast cancer ribbon, at a peak time such as Ramadan, where people went to dessert shops more than anything else and dessert’ sales increased by 64%. The activation depended on people’s direct interaction, taking our awareness messages along with them to spread in every household and every Ramadan gathering.

Creative Execution

Baheya went to 34 of Cairo’s biggest dessert shops during Ramadan, and 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 a 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 to every other person they encounter, turning breast cancer into a topic of conversation and raising awareness about its precautionary measures.

Results

Our pink ribbons reached 70,000 Egyptian households, meaning breast cancer awareness messages delivered not only to the person who bought the ribbon, but to every other person they encounter. The campaign cost in 2000$ and achieved $10M worth earned media with a 1:18$ return on investment. With 0 media spending, #pinkramadan spread organically and people started sharing facts about breast cancer. The campaign reached 3M people and had 4M impressions with 89% of the posts in Egypt coming from males. There was a huge increase in early detection calls, that Baheya had to push the Ramadan working hours by 2h.