2019 Winners & Shortlists

Describe any restrictions or regulations regarding Healthcare communications in your country/region (imposed by healthcare regulatory bodies, government, TV stations, etc.)

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Describe the target audience

All the women in Saudi Arabia, >18 years old

Background

One in every Seven women (worldwide) will get Breast Cancer. The only way to increase chances of survival is getting an early diagnosis. However, even in 2018 breast cancer was still a social taboo in Saudi Arabia. Women don’t take checks, nor talk about it with each other. Pfizer, a world leading pharmaceutical company, wanted to break through the stigma and empower Saudi women to do preventive check-ups. The challenge: a change in perception.

Describe the creative idea (30% of vote)

Although a video series in itself is not an innovative content format, the execution of this campaign is. The emotions captured in the video are a perfect visualisation of family and friend situations in Saudi Arabia. By targeting and continuous optimizing we reached the women we wanted to empower and convince of the importance of breast checks. Sometimes, we as social media marketeers still have to explain that awareness video’s can actually result in more than just views and/or engagement. This video campaigns proves that.

Describe the strategy (20% of vote)

Since there was such a huge stigma on this sensitive topic it was important to find out how we could reach these women with the right communication in the right way and at the right moment and channels. Research showed that women in Saudi Arabia want to hear this kind of communication (advice) from their loved ones. We decided that that family feeling should be strongly present in the campaign. To start our mission, we created a wide-ranging social awareness campaign together with the International Breast Cancer Conference, the Saudi Oncology Society and the Ministry of National Guard & Health Affairs. The campaign centered around a series of impactful videos, in which recognizable situations with Saudi family and friends formed the stage. The simple but emotional message we spread: "Choose life, just check!”

Describe the execution (20% of vote)

We developed a series of five videos showcasing recognizable situations with family and friends. The message? Just check. Choose life. The videos were posted on YouTube and Instagram with all the 18+ women in Saudi Arabia as a target audience. With videos, pre-rolls, Instagram posts and stories we mainly focused on awareness goals. In addition we retargeted the target audience that had previously engaged on Just Check videos.

List the results (30% of vote)

In just a few months we realized over 1.000.000 completed views on YouTube, with a view rate of no less than 22.7%. An immense number of women who watched and engaged with and shared this important subject. The debate caught fire and slowly but steadily started to change the general view on the subject…In just one year the number of breast cancer screenings in Jedda alone increased from 3000 to 28000 in just one healthcare centre! The campaign became a huge success. With a low budget it secured a lasting impact in breast cancer prevention that can never expressed in money.