2016 Winners & Shortlists

The Brief

It is a common practice amongst women, from all cultures, to name their breasts ‘The Twins’. Twins, like a women’s breasts, are inseparable. So we urged women to keep their ‘twins’ together, by creating an online film featuring women talking about how they couldn’t be apart from that special someone in their lives. Female viewers were led to believe that this special someone could be a husband, or a parent. We then revealed that this someone was their twin sister. ’Some things should never be apart. Your breasts are no different. Do regular self checks because early detection saves lives’.

Creative Execution

We wanted to engage women across social media; a channel where they spend a lot of their time reading about everything they love - but not reading enough or paying enough attention to learning about self-checking themselves for breast cancer. The video was posted on Nestle Fitness Arabia's social channels and promoted across YouTube and Facebook via paid advertising. We created additional educational videos which urged women across the region to check themselves regularly and practice early detection. Digital content further educated women on the most effective ways to self-check. Women were encouraged to #KeepThemTogether across in-store, product packaging, radio and onground activations. And conversations around early detection were provoked.

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

(1) The online film was viewed by nearly 3.5 million women in the region becoming the most watched content ever for Nestle Fitness. (2) As the message from the film was carried forward to in-store, product packaging, flyers, radio and onground activations, conversations were encouraged to #KeepThemTogether. And as a result, purchases of Nestle Fitness cereals contributed to $160,000 of donations to Cancer NGOs in just one month. (3) And most importantly, we educated and encouraged millions of women in the UAE to check themselves regularly.

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

Women diagnosed with breast cancer has increased +20% in the Middle East. Feminity is core to being a woman here and it is something that women covet, pursue and value. So when Nestle Fitness, a leading cereal brand for women, wanted to help women protect their feminity by getting them to understand the importance of self-checking and play its part in prevention, awareness and education, we needed to be culturally sensitive and retain female modesty and we also didn’t want to use intimidating statistics nor fear tactics, as they weren't effective. We used a combination of activation channels to promote that women must self-check and be aware about the symptoms and dangers of breast cancer: (1) Online video on social media (2) In-store packaging and POS (for each pack bought, funds were donated to cancer NGOs) (3) Flyers (4) Digital content on the website (5) Educational videos on social media