2017 Winners & Shortlists

BABY WHISPERER

BrandKING HUSSEIN CANCER FOUNDATION
Product/ServiceAWARENESS CAMPAIGN
EntrantMEMAC OGILVY ADVIZE Amman, JORDAN
CategorySocial Video
Idea Creation MEMAC OGILVY ADVIZE Amman, JORDAN
Idea Creation 2 MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Media Placement MEMAC OGILVY ADVIZE Amman, JORDAN

The Campaign

Mothers are highly attentive to their children’s needs, making them an effective source of communication. What if there was an invention that could translate their baby’s needs into words, and those needs are related to our objective? This led to the idea of a baby whisperer – a pacifier that translates the baby’s thoughts. With this pacifier, babies can tell mom that they love her and want her around, so please test for breast cancer.

Creative Execution

We set up a booth at a popular toyshop and an employee asked mothers if they wanted to find out what their baby is thinking. We previously recorded a child’s voice saying sentences such as “I love you mom” and “You make me feel safe”. Once the babies put the pacifier in their mouths, we would play a recording, and mothers would think it is coming from the pacifier. Finally, the pacifier would say “Please, test for breast cancer.” The mothers’ reactions were recorded by cameras. The video footage was edited and released on social media. Viewers were told that they are about to learn of a product that translates a baby’s thoughts, rather than watch a cancer-related video.

Within three weeks of its release, the video received over 2.4 million views, 11.5 thousand shares, 55 thousand interactions and 8.3 thousand comments on Facebook and YouTube. The sentiment was overwhelmingly positive, referring to the emotional and creative aspects of the video, as well as expressing national pride in the originality behind it. The video was also shared by influential sources (e.g. organizations concerned with health, social media influencers, news reporters and agencies, as well as members of the Jordanian royal family), and was discussed on radio. More importantly, given that the objective was action-focused, Early Detection Clinics of the King Hussein Cancer Center witnessed a 3% increase in visitors compared to the previous year, and have noted that this number continues to rise. They have also witnessed an increase in calls to their hotlines asking for more information or for setting up appointments.

Breast cancer detection is scary. Our approach was to come at fear from the opposite end – love. Therefore, we presented breast cancer screening as a necessary act of love by a mother for her children.

Credits

Name Company Role
Saleh Saleh Memac Ogilvy Advize Associate Creative Director
Mohammad Kamal Memac Ogilvy Advize Creative Director
Jude Batyneh Memac Ogilvy Advize Strategic Planner
Kareem Ghawi Memac Ogilvy Advize Copywriter
Hala Ayoubi Memac Ogilvy Advize PR Account Executive
Links
Video URL