Medcare Women & Children Hospital - "Footnote for the breast"

The Classic Partnership Advertising Dubai, Emirados Árabes Unidos

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Marca: Medcare Women & Children Hospital
País: Emirados Árabes Unidos

Anunciante: Medcare

Titulo	Footnote for the breast
Agência	The Classic Partnership Advertising
Campanha	FOOTNOTE FOR THE BREAST
Anunciante	Medcare
Marca	Medcare Women & Children Hospital
Data da primeira Transmissão/Publicação	2017 / 1
Sector Empresarial	Hospitais e clínicas
Legenda	FOOTNOTE FOR THE BREAST
História	Discreetly communicating to local and Arab women on a subject that is taboo in their culture through the use of a unique yet cost effective method in a very unexpected venue. The execution involved using pebbles stamped with a simple message. They 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 should ideally be the same when a lump is discovered on the breast. Medcare’s Toll Free number was also stamped on the pebble. 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. The entire campaign utilized only pebbles with a rubber stamped message. Permission to mosques and prayer halls were granted on a goodwill basis with no cost incurred. The entry has a high level of relevancy as it communicates directly to the targeted audience. In this instance, it reached out women on a one-to-one basis and communicated about a taboo subject in a unique and highly cost effective way. 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.
Filosofia	Discreetly communicating to local and Arab women on a subject that is taboo in their culture through the use of a unique yet cost effective method in a very unexpected venue.
Problema	The execution involved using pebbles stamped with a simple message. They 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 should ideally be the same when a lump is discovered on the breast. Medcare’s Toll Free number was also stamped on the pebble. 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. The entire campaign utilized only pebbles with a rubber stamped message. Permission to mosques and prayer halls were granted on a goodwill basis with no cost incurred.
Resultado	• 8250 pebbles reached women personally at mosques • 33.3% responded by calling the toll-free number • 2480 women came along with their family and friends for checks • 0 taboo brokenThe entry has a high level of relevancy as it communicates directly to the targeted audience. In this instance, it reached out women on a one-to-one basis and communicated about a taboo subject in a unique and highly cost effective way.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.
Tipo de Mídia	Impressões colaterais e de marketing directo
Comprimento	48 seconds
Director executivo criativo	Alok Gadkar
Director criativo	Leslie Paul
Director criativo	Alok Gadkar
Director de arte	Ashwin Pednekar
Director de arte	Alok Gadkar
Director de contas	Pulkit Vasisht
Account Manager	Paras Ali
Chefe de produção	Vitthal Deshmukh
Production Manager	Shankar Chidambaram
Production Executive	Zohra Ameen
Produtor	Ashwin Menon
DOP	Prasad Paniker