| Mena Cristal Awards 2014 | ||
|---|---|---|
| Media Cristal | GREAT CAUSES / PUBLIC INTEREST | EMERALD (BRONZE) |
| Media Cristal | WOMEN | EMERALD (BRONZE) |
| Media Cristal | BEST USE OF AMBIENT | EMERALD (BRONZE) |
| PR Cristal | NON CORPORATE | EMERALD (BRONZE) |
| Dubai Lynx 2014 | ||
| Media | Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages | Gold |
| Media | Ambient Media: Small Scale | Gold |
| PR | Non-Corporate | Gold |
Media: Ambient
Client PINK CARAVAN
Product BREAST CANCER AWARNESS
Entrant JWT DUBAI, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: Ambient Media: Small Scale
Title: FEEL FOR THE SIGNS
Product/Service: BREAST CANCER AWARNESS
Entrant Company : JWT DUBAI, UNITED ARAB EMIRATES
Advertising Agency : JWT DUBAI, UNITED ARAB EMIRATES
Jwt Dubai JWT Dubai
Results and Effectiveness:
Reached 63,237 passengers, increased web traffic by nearly 30%, increased followers across social media platforms by 15% and generated an estimated AED 37,000 in PR value in one month.
Creative Execution:
As safe, feminine environments that are fittingly pink, Pink Taxis allowed us to surprise and inform an audience who would normally try to ignore an attempt to discuss self-examination. In some taxis pressing on the lump interrupted regular radio broadcasting with a pre-recorded message that expanded on the copy of the sleeve. With simple instructional leaflets placed in the backseat pockets of the taxis, we ensured that the audience would walk out of the taxis with the know-how to check themselves properly. Online support spanned owned social media channels, websites and partner platforms. PR coverage from regional news outlets broadcast the message to the general public.
Insights, Strategy and the Idea:
The objective was to increase early breast cancer detection awareness among women, especially Emiratis. Arab women in general don’t talk about breast self-exams because they’re perceived to be embarrassing or shameful. Since it’s difficult to approach women in public about breast cancer, we found the perfect captive audience in taxis reserved for women. With a public yet private space that’s fittingly feminine and pink, we sidestepped inhibitions and surprised passengers with ‘seatbelt lump’ sleeves. With the sleeves placed to rest exactly above the breast area, seatbelts were uncomfortable enough for the audience to feel the ‘lump’ and find the message.
Published: October 2013