2020/2021 Winners & Shortlists

Background

Situation 80% of breast cancer tumors are self-detected. But it’s hard to raise this topic in a region where this could be a sensitive topic. Brief We needed a powerful way to remind every woman to do self-exams. Something simple that every woman in the world could relate to in a daily basis. Objectives To remind every woman to do self-exams.

Describe the strategy

80% of breast cancer tumors are self-detected. But it’s hard to raise a topic like this in a region where this could be a sensitive topic. In order to raise awareness in the region and encourage women to do self-check ups every day, we turned into something they use in a daily basis and that everyone could understand: an emoji. By giving this emoji a new meaning in women’s life we created a powerful daily reminder to do self-exams every day. When we realized how powerful the emoji was, we took it a step further and created the first Breast self-exam led by an emoji, which can be shared on social media and also in hospitals.

Describe the execution

In the 2020’s Pink October we raised this question online: Have you ever wondered why this emoji has its arm up? The social media post started an organic conversation about this topic across the region and beyond. But we didn’t stop there. We gave the emoji a new meaning in women’s life by creating the first self-exam led by an emoji in a region where this could be a sensitive topic.

List the results

The self-exam emoji was shared around the world, from the UAE to Brazil, France, the UK, Australia and beyond. It shed a bright pink light of hope across the region, gained massive popularity around the globe and made one emoji worth a thousand hashtags.