2022 Winners & Shortlists

Cultural / Context information for the jury

Breast cancer is the most common cancer in the UAE, accounting for nearly 16% of all cancers. But in Arab culture, 'uncomfortable' conversations such as breast cancer are still considered a taboo - making it hard to even talk about, let alone seek medical help. So much so that it is commonly referred to as 'chest cancer'. Given the taboo around breast cancer, people in the UAE are hesitant to associate themselves with any campaign, for fear of judgement. Even the media mirrors this conservative and hushed attitude towards such 'inappropriate' issues.

Write a short summary of what happens in the digital or ambient execution or campaign.

For Breast Cancer Awareness Month, we invited women to test drive this pink MINI and examine UAE’s roundabouts for bumps. All through the month, we also tied up with hospitals to offer complimentary medical check-ups that could be booked online with the test drive. We teamed up with survivor Dina Amin to accompany the women on their test drives and create a safe space for them to have conversations about breast cancer. We also used our showrooms and social media to educate women about other signs to look for in their breasts – all in the same tongue-in-cheek tone.