Footnote For The Breast
Award: Wood Pencil
Wood Pencil / Direct / Direct Response/Ambient / 2018
Almost 16% of all cancers in the UAE are breast cancer cases. Yet it's still a taboo resulting in late diagnoses. This campaign sought to raise awareness of breast checks amongst locals by placing pebbles with a message into the shoes of women attending mosques. Without breaking any taboo, 18,628 women were reached with 33.3% then calling Medcare for a check-up.
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