2017 Winners & Shortlists

FOOTNOTE FOR THE BREAST

Gold

Case Film

Presentation Image

BrandMEDCARE WOMEN & CHILDREN HOSPITAL
Product/ServiceHEALTHCARE
EntrantTHE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
CategoryUse of Ambient Media: Small Scale
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.

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

• 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

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

The entry has a high level of relevancy as it did not require any media expenditure. The promo and activation venue, in this instance mosques and prayer halls, were offered on a goodwill basis. The promotional items used for the initiative was also cost-effective and unconventional, but the impact and reach to the targeted audience was significant.

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

Name Company Role
Leslie Paul The Classic Partnership Creative Director
Alok Gadkar The Classic Partnership Executive Creative Director
Alok Gadkar The Classic Partnership Creative Director
Leslie Paul The Classic Partnership Copywriter
Ashwin Pednekar The Classic Partnership Senior Art Director
Alok Gadkar The Classic Partnership 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