Brand | FRIENDS OF CANCER PATIENTS |
Product/Service | BREAST CANCER SELF-EXAMS |
Entrant | HORIZON FCB Dubai, UNITED ARAB EMIRATES |
Category | Social Purpose |
Idea Creation
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HORIZON FCB Dubai, UNITED ARAB EMIRATES
|
Production
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HORIZON FCB Dubai, UNITED ARAB EMIRATES
|
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.
Credits
Elsa de Bruyn |
Horizon FCB Dubai |
Associate Creative Director |
Rodrigo Scapolan |
Horizon FCB Dubai |
Associate Creative Director |
Rodrigo Leal Rodrigues |
Horizon FCB Dubai |
Executive Creative Director |
Muhammad Abid |
Horizon FCB Dubai |
Graphic Designer |
Lucas Pereira de Souza |
Freelancer |
Motion Designer |
Ambreen Khan |
Horizon FCB Dubai |
Traffic Manager |
Hicham Soubra |
Fuel Content |
Head of Creative Services & Production |
Anthony Heneine |
Fuel Content |
Senior Video Editor |
Mazen Jawad |
Horizon Holdings |
President |
Reham Mufleh |
Horizon FCB Dubai |
General Manager |
Links
Social Media URL