2017 Winners & Shortlists

The Campaign

To use the power of emotion and inspiration from real breast cancer survivors, to influence other women in the Middle East.

Execution

We reached out to breast cancer survivors: connecting with local NGO’s, doctors and hospitals, which proved effective in convincing them to come forward and share their story. We personally reached out to each of the survivors, helping them understand the magnitude at which they could make a difference. Phase one: an adrenalin-fueled photo-shoot of breast cancer survivors across the Middle East. Themed ‘The Battle’, it took place in boxing rings, symbolic of the battle with breast cancer. The ‘Models of Courage’ were eager to share their struggles, advice and support for those battling the disease – captured in an inspirational video shared with media. Plus a sunrise yoga session to celebrate the beginning of breast cancer awareness month. Phase Two: amplify campaign reach. Social Media influencers across UAE, KSA, Lebanon, Egypt and Morocco sent Pink boxing robes and encouraged to show support for the cause wearing the robes, hashtagged #IAMAWARRIOR.

The media responded well to the approach, as they had access to inspirational stories of survivors, who were otherwise difficult to reach. Moreover, breast cancer survivors have begun stepping forward to be involved in the campaign, and we were acknowledged for our passion, and for building lasting relationships with the survivors. The social media campaign generated 3,301,596 interactions with the hashtag #IAMAWARRIOR, 18,070 posts and 95,872 total interactions on Instagram, with a potential reach of over 6 million, out of which 18% are generated from the MENA region. Furthermore, with regards to the #IAMAWARRIOR hashtag usage, Dubai ranks first among cities who have used it at 7.97% of global posts, while the UAE ranks second for country-wise usage, with 11.59%. The campaign also generated a total of 61 hits in top tier publications across the region, with a print reach of 11,757,609 and perceived Ad Value of $1,117,095.35.

The Situation

Our Warriors in Pink aren’t celebrities – they are ordinary women showing incredible bravery in fighting an illness that thousands of women battle each year. What better way to make the ordinary ‘extraordinary’ than by using the power of the media to tell their stories to other ordinary women? Through the third-party advocacy of journalists and influencers, the stigma surrounding breast cancer was breached, and women throughout the Middle East found common cause with our Warriors, and through them, the campaign goals.

The Strategy

Each year, the desired outcome of the campaign is to save as many individuals from breast cancer as possible, through regular testing and early detection. Building on the success of previous years, the Agency knew that in 2016 it was time to take the campaign to the next level. By engaging key stakeholders – survivors, patients and social media influencers – the campaign would focus on creating a powerful group of individuals with truly effective reach. A two-phased approach was agreed: an inspirational ‘Models of Courage’ campaign engaging breast cancer survivors, and an #IAMAWARRIOR Social Media campaign targeted at social media influencers, along with the gift of a specially designed, symbolic Pink boxing robe.