2020/2021 Winners & Shortlists

Why is this work relevant for Media?

Most retailers on the Mother’s Day marketing occasion across the Middle East, pay tributes to moms through ads, through “thank you” messages, offers and promotions, remaining superficial. Babyshop, a children’s retailer in the Middle East, challenged the norms by transforming the cluttered media occasion of Mother's Day into a meaningful Breast Cancer Awareness initiative, challenging a cultural taboo about women not checking themselves for breast cancer. First, we picked a compelling media channel - children - as a medium that mothers would pay heed to. Then, through an integrated social media, digital media and on-ground campaign, we made it impactful.

Background

In the UAE, owing to a challenging socio-economic environment, the retail category tends to rely more on rational persuasion, playing the price-offs and discounts game, de-prioritizing the role brands play in people’s lives. Now, mothers influence purchase decisions in a typical household in the UAE. So, most brands clamour for the attention of moms. And this was even truer in the retail category where mothers drive volumes and value. Brands are on the lookout for occasions to appeal to moms. Mother’s Day is a marquee event, but Mother’s Day is also a cluttered occasion. Several brands (especially in retail) appeal to the emotions of moms, with a gamut of loving, celebratory and gratitude-filled messages, along with promotions to gift something to moms. But they remain bound to the occasion. It’s almost like ‘limited time love’. On Mother’s Day 2019, how could Babyshop, a children’s retailer, stand out in the UAE?

Describe the creative idea / insights (30% of vote)

INSIGHT: There is no Mother’s Day, without a Mother. With 1 in 8 women in the UAE being affected by or taken away by breast cancer, the disease does impact many families. Over 70% mothers don’t screen themselves, with a majority preferring to not know they have breast cancer (and face the dangers of delayed detection) than know they have it and get treatment. OPPORTUNITY: Now, early detection helps with over 90% survival rates. IDEA: So, for the first time, regionally and globally, a brand transformed Mother’s Day into a Breast Cancer Awareness Day. Through “THE GIFT OF MOM”, a novel and meaningful initiative from Babyshop, we helped overcome the cultural taboo around women in the Middle East not talking about breast cancer and preferring to keep it a hush hush topic. With influential content and media channels, we reminded and enabled moms to check themselves regularly for breast cancer.

Describe the strategy (20% of vote)

INTENT: Babyshop’s brand purpose is focused on “Giving children the best start in life”. We wanted to bring that to life, so we looked at what stopped children from having the best start in life. BARRIER: The problem needed to be big and not addressed by many brands in the UAE. One major problem stopping children from getting the best start in life was breast cancer. Fear of losing hair or not looking beautiful because of side effects or undergoing the debilitating treatments, scares women. Ignorance becomes temporary bliss. STRATEGY: So, on Mother’s Day 2019, we didn’t do a typical Mother’s Day campaign, thanking or celebrating mothers. Instead, through an integrated media campaign, around Mother’s Day, we persuaded mothers to make Mother’s Day the day they pledge to screen themselves regularly for breast cancer, giving children the gift children deserved: The gift of having their moms in their lives.

Describe the execution (20% of vote)

On social media, a moving film that went viral, launched the initiative and positively provoked mothers and women to go give their children the Gift of Mom. Crowdsourced messages from children, were shared on social media, nudging all mothers to get checked. We partnered with Aster Clinics to give women free screenings for breast cancer. On e-commerce sites, we promoted a free check-up card. Through e-hailing, a promo code, gave all women free (and discrete) rides, to the free check-up at Aster. We also brought the digitally-driven idea on-ground. Children’s clothes in stores, had an extra tag, that reminded mothers to check the size of what also mattered, besides clothes’ sizes. Fitting rooms educated mothers further. At check-out, women were encouraged to get a check-up done, for free, at Aster Clinics. Via eDMs, we kept reminding mom customers, every month, to remember to check themselves for signs of breast cancer.

List the results (30% of vote)

Reached 22% of women pan-Gulf (more significant vs. target of 20% women in UAE). Featured on leading regional and global media platforms, including live TV segments. $2.7 million in earned media value (Babyshop’s previous best: $1.2 million). Rated among the 3 best Mother’s Day marketing campaigns of all time. Recognized in the Act Responsible Collection, in partnership with Cannes Lions. Gift-of-Mom codes redeemed by 18% of customers contacted (vs. 5% benchmark). With mammograms costing 650-1200 AED in the UAE (and often not covered by insurance plans!), mothers tend to buy items for their children than spend on an expensive screening, delaying check-ups. Hence, the free check-up cards in-store were motivating and drove +63% check-ups at Aster Clinics vs. trend of average monthly checks.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

In the UAE, over 70% mothers don’t screen themselves for breast cancer; a majority would rather not know they have breast cancer (and face the dangers of delayed detection) than know they have it and go through the treatment. Fear of losing hair or not looking beautiful because of side effects or undergoing the debilitating treatments, scares women. Ignorance becomes temporary bliss. But, with 1 in 8 women in the UAE at risk of breast cancer, the disease does impact many families. And without a mom in their lives, Mother’s Day feels empty for children. Early detection helps with over 90% survival rates. So, on Mother’s Day 2019, we didn’t get Babyshop to do a typical Mother’s Day campaign, thanking or celebrating mothers. We persuaded mothers to make Mother’s Day the day they pledge to screen themselves regularly for breast cancer, giving children ‘the gift of mom’ in their lives.