2016 Winners & Shortlists

MAKE IT A STATEMENT

BrandBAHEYA WOMEN'S CANCER HOSPITAL
Product/ServiceFREE OF CHARGE MEDICAL SERVICES
EntrantFP7/CAI Cairo, EGYPT
CategoryUse of Outdoor
Entrant Company FP7/CAI Cairo, EGYPT
Advertising Agency FP7/CAI Cairo, EGYPT

Brief Explanation

Baheya Hospital aimed to increase the early breast cancer detection awareness among Egyptian women. However, In Egypt, Breast cancer is a censored topic. Egyptian’s superstitious nature refers to breast cancer as “the evil disease” that shouldn’t be an issue for discussion. Consequently, the majority of Egyptian women can never be certain whether they have breast cancer or not. Hence, it remains a big question mark. Such insight is what shaped our idea; confronting women with a question they always avoid “sure I don’t have breast cancer” and turn it into a statement by taking Baheya’s self-check brochure.

Results and Effectiveness

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 interacted with 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 month of October, which is considered the first step in spreading early breast cancer awareness among Egyptian women.

Creative Execution

The best medium to communicate our message had to be one that would engage our target and ensure the stopping power needed to receive our message, and interact with it too. We needed to create a private moment where women would face themselves with a confrontational question they've been avoiding for so long. Consequently, we placed our message on mirrors where women would literally face themselves in and have no options but to ask the big question “sure I don’t have breast cancer?” which creates a need to turn this question into a statement by taking baheya's self-check brochure.

Insights, Strategy and the Idea

A self-check exam might be a casual formality for women in many countries, but this is not the case for Egyptian women who usually avoid this topic at all costs. And since “god forbid, she got the evil disease” is as far as they can talk about it, we had to bluntly confront them with our message. Consequently, our choice of media channel had to be a direct one. We had to approach women on a one-on-one basis to ensure their interaction. we ran our campaign in private locations where they would feel comfortable enough to receive our confrontational message.

Credits

Name Company Role
Ahmed Hafez Younees FP7/CAI Executive Creative Director
Rami El Kerdani FP7/CAI Associate Creative Director
Rana khairy FP7/CAI Copywriter
Moemen El Siwi FP7/CAI Art Director
Mostafa Abdelmawla FP7/CAI Graphic Designer
Menna El Kiey FP7/CAI Senior Copywriter
Sondos Effat FP7/CAI Group Account Director
Nahla Hendy FP7/CAI Account Director
Mariam Ouf FP7/CAI Senior Account Executive