2022 Winners & Shortlists

YMCA SELF CHECK

Bronze Lynx

Case Film

Presentation Image

BrandFRIENDS OF CANCER PATIENTS
Product/ServiceBREAST CANCER AWARENESS MONTH
EntrantHAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryAudience Engagement or Distribution Strategy for Branded Content
Idea Creation HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
PR RED HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Production HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Entertainment?

The idea brings together: (1) one of the most iconic songs in the history of pop culture (2) a choreography that nobody can help but to dance (3) and the leading entertainment social media platform in the region - TikTok

Background

Regular breast self-checks are encouraged by HCPs but less than 3% of women know the basic steps to perform it. In collaboration with FOCP (Friends of cancer patients), and on the occasion of Pink October, we set to (1) encourage monthly self-checks and (2) raise awareness of the steps for it.

Describe the creative idea

Dance videos are uploaded on social media platforms like Tik Tok and Instagram stories by the millions every day. 94% of these dance videos are uploaded by women. With that in mind, we recreated one of the most memorable choreographies in the world - the 70’s anthem YMCA and its 4 easy to follow steps, an unforgettable guide to help women to perform their mammary self-check.

Describe the strategy

When you hear YMCA - what comes to mind? Music? A dance? Steps of a choreography? Songs and dances are much more memorable than any written literature. To our target especially. Dance videos are uploaded on social media platforms like Tik Tok and Instagram stories by the millions every day. 94% of these dance videos are uploaded by women. We used influencers, music and dance to naturally connect with our target, raise awareness about breast cancer and teach the steps to self check in an unforgettable way.

Describe the execution

In early October, special direct mail was sent to key influencers (with high reach on TikTok and Instagram, and known by their content around dance/music) with an invitation for them to participate in the initiative - a clear explanation of how the YMCA music and dance steps would connect to the self-check. A few influencers, i.e. Logina Salah (+1.6 million followers) and Hadia Ghaleb (+2.2 Million Followers) posted their videos and kicked off the movement by inviting their followers to do the same.

Describe the outcome

1.9M Views 99% positive sentiment 20 regional influencers with a combined +7.7M followers joined the cause Estimated Media Value: 500k USD 92x Return on Investment Millions of women in the region can now spread the care with a dance that saves lives

Credits

Name Company Role
Fabio Silveira Havas Middle East General Manager
Joao Medeiros Havas Middle East Executive Creative Director
Karim Sherif Havas Middle East Creative Director
Michele De Iuliis Havas Middle East Art Director
Jonathan Cruz Havas Middle East Art Director
Yasmine Elashry Havas Middle East Art Director
Moemen Al Siwi Havas Middle East Art Director
Alessandro Candotti Havas Middle East Social Media Director
Adrian Mutescu Havas Middle East Strategy Director
Tanya Kassab Havas Middle East Marketing and Comms Manager
Ahmad Raslan Havas Middle East Content Creator
Farah El Batawi Havas Middle East Social Media Executive
Farah Mohammed Havas Middle East Content Creator
Adel Rmaity Havas Middle East Production Manager
Dana Tahir Red Havas Middle East General Manager
Red Havas PR Team Red Havas PR Team Red Havas Middle East Red Havas PR Team
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