Medcare Women & Children Hospital / UAE / 2017Experiential
Footnote for the Breast.
Medcare slipped stamped pebbles into the shoes of women at mosques and prayer halls, so the 'lump' they felt became a prompt to get a breast check.
- Brand
- Medcare Women & Children Hospital
- Market
- UAE
- Region
- GCC
- Year
- 2017
The challenge
Breast cancer is a taboo subject in local and Arab culture, and awareness messages crowd into October where they are easy to ignore.
The idea
The Classic Partnership Advertising placed pebbles carrying a breast-check message and Medcare's toll-free number in the shoes women left outside prayer areas. Call-centre staff booked free consultations for callers. It ran in early January, away from the October awareness month.
Results
- According to the AdForum entry, 8,250 pebbles reached women and 33.3% of them called the toll-free number.
- The entry reports 2,480 women came in for checks with family and friends.
Case study source: AdForum Source ↗
Awards
- Cannes Lions 2017Promo & Activation LionsSilver
- Cannes Lions 2017Direct LionsBronze
- Cannes Lions 2017Health & Wellness LionsBronze
Credits
- Creative agency
- The Classic Partnership Advertising
- Creative Director and Art Director
- Alok Gadkar
- Creative Director
- Leslie Paul
- Art Director
- Ashwin Pednekar
- Account Director
- Pulkit Vasisht
- Producer
- Ashwin Menon
- Director of Photography
- Prasad Paniker
