2016 Winners & Shortlists

PINKRAMADAN

BrandBAHEYA WOMEN'S CANCER HOSPITAL
Product/ServiceFREE OF CHARGE MEDICAL SERVICES
EntrantFP7/CAI Cairo, EGYPT
CategoryUse of Ambient Media: Small Scale
Entrant Company FP7/CAI Cairo, EGYPT
Advertising Agency FP7/CAI Cairo, EGYPT
Media Agency INITIATIVE Cairo, EGYPT

Brief Explanation

People in Egypt refer to breast cancer as the “bad disease” to avoid taking about it. Baheya wanted to change this and spread awareness about breast cancer so that people start including it among the causes they’re willing to donate to in the future. Baheya capitalized on the daily rituals of people in Ramadan, and went where our audience naturally goes: Dessert Shops. People traditionally grab dessert before going to a gathering in Ramadan, which raises dessert sales by 64% during the holy month. We turned desserts into an ambient with a simple idea: Buy a treat, save a life.

Results and Effectiveness

Our pink ribbons reached 70,000 households, meaning breast cancer awareness messages delivered not only to the person who bought the ribbon, but to every person they encounter. With zero media spending, #pinkramadan spread organically and people started sharing facts about breast cancer. The campaign had 3M reach and 4M impressions. It achieved $10M worth earned media and had 1:18 return-on-investment. There was an increase in early detection calls, that Baheya had to push the working hours of Ramadan by 2h. Breast cancer turned from a cause people shy away from to a cause they are willing to donate money to.

Creative Execution

Baheya went to 34 of the biggest dessert shops in Cairo, and turned the standard wrapping ribbon into the breast cancer ribbon, along with a sticker saying facts about breast cancer for a 5LE donation. And there, we transformed desserts during Ramadan into an ambient, which travels around with the person who buys them to every gathering, getting exposed to more people. 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.

Insights, Strategy and the Idea

People in Ramadan become less receptive to TV as a medium with the commercial clutter and the charity related ads blackmailing them into giving donations. The context of Ramadan made it easy to move away from TV. People traditionally grab dessert on the way before any gathering. So, Baheya targeted people visiting dessert shops. They made desserts during the month of Ramadan into an ambient, which travels around with the person who buys them to every gathering with breast cancer awareness messages along with a pink ribbon instead of the standard dessert wrapping ribbon.

Credits

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