Procter & Gamble Case study THE PROMISE by Leo Burnett Dubai

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THE PROMISE

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Industry Business equipment & services, Against Cancer, Corporate Image
Media Case study
Market United Arab Emirates
Agency Leo Burnett Dubai
Released January 2013

Awards

Dubai Lynx 2013
Media FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS SILVER
Outdoor SMALL SCALE SPECIAL SOLUTIONS BRONZE

Credits & Description

Client PROCTER & GAMBLE
Product BREAST CANCER AWARENESS
Entrant LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of Entry: Media: Product/Service
Category: FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Title: THE PROMISE
Product/Service: BREAST CANCER AWARENESS
Entrant Company : LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency : LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Agency : LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Name Company Position
Bechara Mouzannar Leo Burnett Dubai Chief Creative Officer
Peter Bidenko Leo Burnett Dubai Regional Executive Creative Director
Mohamed Oudaha Leo Burnett Dubai Creative Director
Dima Kronfol Leo Burnett Dubai Senior Art Director
Simon Raffaghello Leo Burnett Dubai Copywriter
Janelle Erickson Leo Burnett Dubai Copywriter
Sachin Mendonca Leo Burnett Dubai Communication Supervisor
Rupa Antony Leo Burnett Dubai Jr. Communication Executive
Joanna Samaha Leo Burnett Dubai Communication Executive
Mohammad Aram Leo Burnett Dubai Art Director
Braden Deatcher Leo Burnett Dubai Photographer
Ammar Safi Leo Burnett Dubai Art Director
Mahdy Abdelrahman Leo Burnett Dubai Junior Art Director
Results and Effectiveness:
We got over 98,000 promises as a result of the campaign. The Promise was featured on several websites, social media and featured in a fashion magazine. Stores and organizations requested the rings for distribution. P&G was able to spread the message of screening and early detection in a unique way. Women and their loved ones were educated about the importance of screening. Most importantly, women were reassured that breast cancer doesn't just affect them - it affects the people who love them as well. The promises of support showed women they weren't alone in the fight against breast cancer.
Creative Execution:
We created two rings: one for a woman, symbolizing a promise to get screened. The other, for a loved one, symbolizing a promise to support her no matter what. The rings were used as a device to get women and their loved ones talking about health - and to let women know they are not alone in the fight against breast cancer. We used specific channels to target young women and their loved ones by identifying the places where they spend the most time. We hosted an event at a popular club in Dubai, which was covered by media. We sent DM's to bloggers, journalists and cultural influencers, who shared the campaign with the public. The rings were distributed for free in boutique gyms, jewelry stores, supermarkets, universities, and, on Valentine's Day, in flower shops and lingerie boutiques. The rings were also featured in a fashion editorial of a leading women's magazine.
Insights, Strategy and the Idea:
Procter & Gamble supports breast cancer awareness and research, and wanted to create a breast cancer awareness campaign to educate women in the region about the importance of screening. Our target audience for the campaign was women and their families and friends. Women make up the majority of P&G's customers, and the products they purchase are used in their family homes. Breast cancer affects women in the Middle East 10 years earlier than in other countries. Our insight was simple - low screening rates meant young women were not listening to current awareness campaigns. However, we knew that there was someone women would listen to - loved ones. We used this insight to create our strategy: target women's friends and families, and get them to ask women to get screened. This was relevant to both P&G and the target, as P&G is a strong supporter of women and their families.