Brand | MEDCARE WOMEN & CHILDREN HOSPITAL |
Product/Service | HEALTHCARE |
Entrant | THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES |
Category | Use of Stunts |
Idea Creation
|
THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
|
The Campaign
Discreetly communicating to local and Arab women on a subject that is taboo in their culture through the use of a unique yet cost effective method in a very unexpected venue.
Creative Execution
The execution involved using pebbles stamped with a simple message. They were then placed in the shoes of women who went to mosques or prayer halls. When they returned and put on their shoes, the “lump” could be felt immediately and the message seen. The instant reaction should ideally be the same when a lump is discovered on the breast.
Medcare’s Toll Free number was also stamped on the pebble. The Call Centre Operators were briefed to schedule a free-of-cost consultation appointment for those who enquired.
Discretion was maintained with the use of the pebble to communicate and no taboo was broken. More importantly, some lives may have been saved as early detection of breast cancer has a 98% chance for cure.
The entire campaign utilized only pebbles with a rubber stamped message. Permission to mosques and prayer halls were granted on a goodwill basis with no cost incurred.
• 8250 pebbles reached women personally at mosques
• 33.3% responded by calling the toll-free number
• 2480 women came along with their family and friends for checks
• 0 taboo broken
The entry touched on a subject which is taboo in Arab culture. Yet it boldly, effectively and discreetly communicated to the targeted audience in mosques and prayer halls through the use of an unconventional media.
Insights, Strategy and the Idea
As the initiative was targeted solely on local and Arab women, the strategy was to create communication at a venue that was unique to them. In this instance, they venues were mosques and prayer halls. Special permissions were obtained and the use of space was granted on a goodwill basis with no costs incurred.
To gain attention on the communication, something impactful had to be implemented. As a result, the approach was skewed towards using Breast Cancer as an anchor point as it was culturally sensitive and it affected a large number of women in the Middle East.
Being early in the year, it was also unexpected as the focus about this disease is traditionally communicated in October. This would therefore create a buzz with higher number of enquiries.
Credits
Alok Gadkar |
The Classic Partnership |
Executive Creative Director, Creative Director, Art Director |
Leslie Paul |
The Classic Partnership |
Creative Director, Copywriter |
Ashwin Pednekar |
The Classic Partnership |
Senior Art Director |
Pulkit Vasisht |
The Classic Partnership |
Account Director |
Paras Ali |
The Classic Partnership |
Account Manager |
Vitthal Deshmukh |
The Classic Partnership |
Head of Production |
Shankar Chidambaram |
The Classic Partnership |
Production Manager |
Zohra Ameen |
The Classic Partnership |
Production Executive |
Ashwin Menon |
RGB Dubai |
Senior Producer |
Prasad Paniker |
RGB Dubai |
DOP |