2016 Winners & Shortlists

The Brief

Breast Cancer's one of the rising forms of Cancer in the region, with an increasing age demographic below 40 years. However, yearly mammograms can prevent 90% of Stage 2 Breast Cancer. Our problem was to find a way for women to remind women to get their yearly mammogram. To break through the taboo associated with Breast Cancer, hushed up as Hadak Al Marad aka 'That' Disease. Women don’t even acknowledge Breast Cancer, leave alone its prevention. So how could we remind them to get a mammogram? And do so in a personal, gentle manner without scary leaflets or techy apps?

Creative Execution

The Target Audience for the campaign were women primarily aged between 30 to 50 who studies revealed were the most at-risk of developing Breast Cancer. The campaign was aimed at gently reaching the message across to them in their comfort zone, and more importantly, constantly reiterating it through the year in their own homes. wasl AMG is one of the largest semi-government real estate companies in Dubai with a presence in corporate, housing, hospitality and retail. We began by distribution of the Once A Year Flower plant with a Mall Activation at wasl malls where female promoters explained its importance. At this stage, a lot of retailers offered to place Once A Year Flower stands on their premises. Plants were also distributed at offices. Secondary media support was achieved via organic celebrity and social media endorsement. Presently, we are looking at expanding outreach to other distribution channels.

Describe the success of the promotion with both client and consumer including some quantifiable results

In a conservative society dealing with a hushed up subject, referred to as Hadak Al Marad, aka That Disease, the results were overwhelming. Within the first few days of activation we had organic social media support rising for the Once A Year Flower. Husbands brought their wives to the malls. Breast Cancer survivors came out in support. Women began talking about the disease. wasl employees, tenants and visitors to the mall began to ask for a Once A Year Flower even when the campaign was over. But most importantly, as flowers have started to bloom, we have women actually going for preventative Mammograms.

Explain why the method of promotion was most relevant to the product or service

It is a fact that breast cancer is increasingly prevalent among younger women in the region. It is also a fact that once a year Mammograms can actually prevent the disease from progressing to Stage 2 and 3 in 90% of cases. However, in a conservative society where the subject is hushed up, we needed a reminder that was both effective yet gentle. We found our reminder in nature. Which woman doesn't love flowers? We gifted women a unique echinopsis cereus hybrid plant, that bloomed a pink flower once a year. These were specially packaged and distributed across wasl malls, stores and at offices. Discretely kept with the plant were essential BSE and mammogram booklets. As women took these flowers home and cared for them an emotional bond of mutual nurturing developed between them and their plant. And as the Once A Year Flower blossoms so do visits for Mammograms.