Medcare Women & Children Hospital / الإمارات / 2017التجارب الحيّة

⁨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.⁩

العلامة التجارية: Medcare Women & Children Hospital
الوكالة: The Classic Partnership Advertising
السوق: الإمارات
المنطقة: الخليج
السنة: 2017

التحدي

⁨Breast cancer is a taboo subject in local and Arab culture, and awareness messages crowd into October where they are easy to ignore.⁩

الفكرة

⁨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.⁩

النتائج

⁨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.⁩

مصدر دراسة الحالة: AdForum المصدر ↖