Breast Cancer Awareness - "Once A Year Flower Case Study"

spark*

spark* Dubai, United Arab Emirates

3867

This ad is part of the ACT Responsible Collection

Brand: Breast Cancer Awareness
Country: United Arab Emirates

Advertiser: wasl AMG

Title	Once A Year Flower Case Study
Agency	spark*
Campaign	Once A Year Flower
Advertiser	wasl AMG
Brand	Breast Cancer Awareness
Date of First Broadcast/Publication	2015 / 10
Business Sector	Public Safety, Health & Hygiene
Tagline	Once A Year Flower
Story	Once a year Mammograms prevent breast cancer from progressing to Stage 2 & 3 in 90% of cases. However, in a conservative society where the subject is hushed up, we needed a reminder that was both effective yet gentle. We found our reminder in nature. Which woman doesn't love flowers? We gifted women a unique Echinopsis Cereus hybrid cactus plant, that bloomed a pink flower once a year. These were specially packaged and distributed across wasl malls and at offices. As women cared for the plants, it flowered once a year, to remind her to care for herself.
Philosophy	Breast Cancer's one of the rising forms of Cancer in the region, with an increasing age demographic below 40 years. However, yearly mammograms can prevent 90% of Stage 2 Breast Cancer. Our problem was to find a way for women to remind women to get their yearly mammogram. To break through the taboo associated with Hadak Al Marad aka 'That' Disease we had to remind them in a personal, gentle manner without scary leaflets or techy apps. Our brief was to spread wasl's (one of the largest semi-government property landlords in Dubai) CCR cause to tenants across Dubai. To do a Pinktober campaign that actually made a difference to their community. And in accordance with their sensitivities. Our campaign was aimed at gently reaching the message across to women in their comfort zone, and more importantly, constantly reiterating it through the year in their own homes. We found our reminder in nature. Which woman doesn't love flowers? We gifted women a unique Echinopsis Cereus hybrid cactus plant, that bloomed a pink flower once a year. These were specially packaged and distributed across wasl malls and at offices. Discretely kept with the plant were essential BSE and mammogram booklets. As women took these home, cared for them, an emotional bond of mutual nurturing developed between them and their plant. They were reminded daily of BSE and the need to spread the word. And as the Once A Year blossoms, women got a beautiful reminder. A reminder to get that Mammogram.
Problem	It’s a fact that Mammograms can save lives. However, on speaking to a sample of women, and to primary care doctors, as well as some oncology specialists, we realized that women were not only reluctant to talk about breast cancer, but even more reluctant to visit a doctor. Even if the visit was just once a year. The Target Audience were 30-50 year old women from the Arab region, who studies revealed were the most at-risk of developing Breast Cancer. However, the Breast Cancer taboo, where the disease was referred to as Hadak Al Marad, aka ThatDisease, often negated any hope of them hearing about prevention. A look at Pinktober campaigns showed us they rarely went beyond the month of October. We wanted to create a reminder that was permanent, something that wasn’t a techy pinktober app, or a scary leaflet. Our strategy was to create something soft, that women would emotionally relate to. Yet something they could speak about without hesitation. BSE leaflets were discretely kept within. Our call to action wasn’t a word, a sentence or a message. It was a living, breathing, beautiful friend – A PINK FLOWER, that the woman had nurtured throughout the year.
Result	The campaign began by distribution of the Once A Year Flower plant to women employees across wasl offices during Pinktober. It was then supplemented with an activation at wasl malls where women were given the plant. At this stage, a lot of retailers offered to place Once A Year Flower stands on their premises. Secondary media support was achieved via organic celebrity and social media endorsement. In a conservative society dealing with a hushed up subject, referred to as Hadak Al Marad, aka That Disease, the results were overwhelming. Within the first few days of activation we had organic social media support rising for the Once A Year Flower. Breast Cancer survivors came out in support. Women began talking about the disease. Even otherwise shy or reluctant men came out in support and a show of love. Husbands brought their wives to the malls. wasl employees, tenants and visitors to the mall began to ask for a Once A Year Flower even when the campaign was over. But most importantly, as flowers have started to bloom, we have women actually going for preventative Mammograms. The taboo about breast cancer is prevalent to such a degree that it was recommended that we keep the campaign soft and not go high on media exposure on it. The campaign, at first was perceived as a bold step in a conservative society. To our delight, the results and positivity that the first phase generated, organically across women has resulted in a change in perception. Possibly, a far more spread out second phase may now be planned.
Media Type	Case Study
More Information	www.sparkit.me
Creative Director	Alaa Demachkie
Associate Creative Director	Jamal H. Iqbal
Art Director	Reqwan Amir
Art Director	Grace Kelly Pucan
Managing Director	Yusuf Pingar
Client Services Director	Michel Pharand
Account Director	Nathan Charles
Account Executive	Sara Emad
Production Manager	Ibrahim Taleb
Head of Business Development	Yusuf Pingar