Brand | FRIENDS OF CANCER PATIENTS |
Product/Service | BREAST CANCER AWARENESS MONTH |
Entrant | HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Healthcare |
Idea Creation
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HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
PR
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RED HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Production
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HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Why is this work relevant for PR?
The campaign is all about earned media - a catchy track, an unforgettable choreography, and influencers with millions of followers generating awareness to the cause and steps for self-check.
A ripple effect of earned media and engagement.
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 (20% of vote)
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 PR strategy (30% of vote)
The campaign started with an influencer strategy - focused on women with high reach on TikTok and Instagram and known for their content around dance/music.
Their content created a ripple effect of earned media and engagement, reaching millions, raising awareness of the need for self-check and the steps for it.
Describe the PR execution (20% of vote)
The campaign is all about earned media - a catchy track, an unforgettable choreography, and influencers with millions of followers generating awareness to the cause and steps for self-check.
A ripple effect of earned media and engagement.
List the results (30% of vote)
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
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 |
Links
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