Brand | BAHEYA WOMEN'S CANCER HOSPITAL |
Product/Service | FREE OF CHARGE MEDICAL SERVICES |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Use of Ambient Media: Small Scale |
Entrant Company
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FP7/CAI Cairo, EGYPT
|
Advertising Agency
|
FP7/CAI Cairo, EGYPT
|
Media Agency
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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
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 |