2016 Winners & Shortlists

Brief Explanation

A quick self-check could save lives from testicular cancer but in the UAE, no man wants to talk about it in public. When it comes to sports, men are more open to talk about their bodies. So we created golf ball giveaways that came in pairs as a way to surprise and sidestep inhibitions to talk about testicular cancer in public. The idea allowed FOCP to reach its audience and raise awareness about testicular cancer in a non-threatening manner.

Results and Effectiveness

Reached +180k people, increasing web traffic by 40% and social media following by 17%. With an estimated PR value worth around AED 350,000 it was a record-breaking campaign for FOCP.

Creative Execution

With our giveaways, we were able to harness the potential of reaching a wider, relevant targeted audience. Putting everyone’s mobile phones and personal networks to use to spread awareness as people took pictures of the stand and the giveaways.

Insights, Strategy and the Idea

Males, 15-35 that enjoy typical ‘male’ passions–sports, live events, cars and tech. Conscious about physical looks, they live active lifestyles, but are less concerned about health. Only visiting doctors when they have issues, they lack the habit of regular checkups. They're mostly unaware that a quick self-check could save lives. With no significant online presence and male following on social media we took the campaign to the DP World Golf Championship, placing us in perfect position to hand out our giveaways. With 1200 balls, leaflets, surveys and doctors on hand we reached an audience we never could before.