2020/2021 Winners & Shortlists

Why is this work relevant for Direct?

Breast Cancer is a taboo subject in the UAE. So to create awareness and impact, we knew traditional mass media like TV and Newspapers was not going to be effective. So during the Breast Cancer Awareness Month, we supported Mediclinic Middle East, the leading private hospital group in the region, with an unconventional medium that makes a more 'Direct' connection with the target audience.

Background

Situation: October is the Breast Cancer Awareness Month all over the world. Institutions and brands take this opportunity to discuss and spread awareness about this vital subject. In spite of being the most common cancer in the UAE, breast cancer is still considered a taboo and the most uncommon topic of discussion. So how do we educate women to get regular breast examination done when they are too busy to take care of themselves – especially mothers? Brief: Mediclinic wanted to create a powerful piece of communication that would lead to an effective response. Objective: They didn't simply want to create awareness about Breast Cancer but wanted their target audience (mothers) to take real action by going for a breast examination at their clinic and hospitals.

Describe the creative idea (30% of vote)

We worked on a strong insight that women, especially mothers, wouldn’t change for themselves, but they surely would for their children. So we collaborated with GEMS Education, the largest operator of international schools, to reach out to mums. The idea started with targeting the one thing that mums never ignore: School Homework. However busy mums are, they always took time out to check their child's homework folder. And through this folder, we had a direct conversation with them about a topic they usually ignore: Breast Cancer. We re-created a popular children’s book - Mary had a Little Lamb, and introduced 'Mary had a Little Lump', a story for mums that disguised the breast cancer awareness message. This book was distributed to younger kids, who took home an important message that mums couldn’t ignore.

Describe the strategy (20% of vote)

Research told us that 44% of cancer cases in the UAE are associated to breast cancer, and 98% percent of the cases are curable if detected early. But sadly, most women in the UAE did not follow a regular breast examination routine. And being a taboo subject in the region, it was a challenge to communicate this openly. The Target Audience was mainly women between the age 30-45, so we took a direct approach to talk to young mothers. We created a very personal piece of communication that mums couldn't ignore. We added a twist to a classic children's story and introduced 'Mary had a Little Lump', an emotional story of Mary, a mum who finds out she's been detected with breast cancer a bit too late. The book touched their hearts and ended with a strong call to action: to book an appointment to get themselves checked.

Describe the execution (20% of vote)

'Mary had a Little Lump' delivered the importance of breast screenings at the right place, at the right time and to the right target audience at a time when they are most captive checking their child's school homework folder. The book was distributed to kindergarten kids at leading international schools of GEMS Education. The kids took home the book in their homework folder, delivering an important message for their mums that they couldn't ignore. We touched their hearts through the emotional story and got them to act and book an appointment for a breast examination.

List the results (30% of vote)

The campaign stirred a thought, an emotion and a direct response. Business Impact: No. of unique website visits: 3572 Response Rate: No. of calls received: 500 Change in Behavior: Number of mammograms done: 433