Medcare Women & Children Hospital DM, Design & Branding, Case study Footnote For The Breast by The Classic Partnership Advertising Dubai

Footnote For The Breast

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Industry Hospitals, Healthcare facilities & Medical Services
Media Direct marketing, Design & Branding, Case study
Market United Arab Emirates
Agency The Classic Partnership Advertising Dubai
Executive Creative Director Alok Gadkar
Creative Director Leslie Paul
Senior Art Director Ashwin Pednekar
Released October 2016


Cannes Lions 2017
Promo And Activation Use of Promo: Mediums: Use of Ambient Media: Small Scale Silver Lion
Direct Use of Direct: Use of Ambient Media: Small Scale Bronze Lion

Credits & Description

Title: Footnote For The Breast
Agency: The Classic Partnership Advertising
Brand: Medcare Women & Children Hospital
Country: United Arab Emirates
Entrant Company: The Classic Partnership Advertising, Dubai
Advertising Agency: The Classic Partnership Advertising, Dubai
Executive Creative Director: Alok Gadkar (The Classic Partnership)
Account Director: Pulkit Vasisht (The Classic Partnership)
Head Of Production: Vitthal Deshmukh (The Classic Partnership)
Creative Director: Leslie Paul (The Classic Partnership)
Senior Art Director: Ashwin Pednekar (The Classic Partnership)
Account Manager: Paras Ali (The Classic Partnership)
Production Manager: Shankar Chidambaram (The Classic Partnership)
Production Executive: Zohra Ameen (The Classic Partnership)
Senior Producer: Ashwin Menon (Rgb Dubai)
Dop: Prasad Paniker (Rgb Dubai)
The execution involved using pebbles stamped with a simple message. The pebbles were then placed in the shoes of women who went to mosques or prayer halls. When they returned and put on their shoes, the “lump” could be felt immediately and the message seen. The instant reaction to this discovery should ideally be the same when a lump is discovered on the breast.Medcare’s Toll Free number was also stamped on the pebble, calling women to respond. The Call Centre Operators were briefed to schedule a free-of-cost consultation appointment for those who enquired.Discretion was maintained with the use of the pebble to communicate and no taboo was broken. More importantly, some lives may have been saved as early detection of breast cancer has a 98% chance for cure.
• 18628 pebbles reached women personally at mosques• 33.3% responded by calling the toll-free number• 5290 women came along with their family and friends for checks• 0 taboo broken
To gain attention on the communication, something impactful had to be implemented. The strategy was to use Breast Cancer as an anchor point as it was culturally sensitive and it affected a large number of women in the Middle East.Being early in the year, it was also unexpected as the focus about this disease is traditionally communicated in October. This would therefore create a buzz with higher number of enquiries.
Campaign Description:
Discreetly communicating to local and Arab women on a subject that is taboo in their culture through the use of a unique method at a very unexpected venue.
The Middle East today is progressive and is on par with many nations around the world in terms of development. However, values, especially from religious and cultural aspects remain conservative. Some subjects even to this day continue to be taboo.As a healthcare service provider, Medcare Women and Children Hospital wanted to raise awareness on the importance of health check, especially amongst local and Arab women.The objective of this initiative was simple: While some health conditions may be taboo to talk about, there should not be any taboo for checking.
The entry has a high level of relevancy as it communicates directly to the targeted audience through the use of a highly cost effective media. In this instance, it reached out women on a one-to-one basis and communicated about a taboo subject in a unique way.
Brief with projected outcomes:
Communication pertaining to healthcare is generally straightforward and informative. Restrictions however come in the context of the region where a vast majority of the population are Muslims. Therefore, religious and cultural discretion in all aspects needs to be strictly abided.