See The World in Pink

Insight: Breast Cancer awareness is never enough, empathy is.

Idea: To make the world see and empathize with the challenges and seriousness of breast cancer through the eyes of a breast cancer patient, we came up with the idea of making the people across the UAE to 'see the world in pink'. To get this into action, we distributed complimentary 'pink sunglasses' to our target, supported by key communication messages. We achieved this by getting HealthHub Clinics to partner with key fashion outlets such as KIABI, Watsons and Marks & Spencer, (key partners of the Al-Futtaim Group) where the pink sunglasses were distributed. To dramatize this further with visual stopping power, we got fashion mannequins at these fashion outlets to spot pink sunglasses, making them work as silent ambassadors that drove home the key message of the campaign.

The Achieved Intent: The entire initiative sparked a 'social conversation' on the subject, supported by instore posters, outdoor media, social media ads and educational blogs, that drove women to a landing page in order to help them register for a free screening at HealthHub Clinics. There were also health talks by 'doctor influencers' on the subject and the campaign received a large number of registrations, shares, impressions and visibility over the month.