Brand: Murr Television
Agency: FP7 Beirut (Part of McCann Worldgroup)
In Lebanon, breast cancer is the second most prevalent cause of death among women. Despite the existence of an effective medical system that allows for early detection, more than 70% of women do not get themselves checked.
The reason: 64% of women surveyed are afraid to find out if they have breast cancer, owing to the irrational fear of the consequences that they will face because of the treatment. One of the most prominent fears being going bald as a side effect of cancer treatments. In a country where women are significantly more conscious of their appearance (especially their hair) than other Middle Eastern countries, losing one’s hair was not okay; but not getting one’s self checked for signs of breast cancer was.
A unique ongoing breast cancer awareness initiative in Lebanon to address a cultural fear preventing women from getting checked for breast cancer, the country’s 2nd highest cause of death. FP7’s approach has proven wonderfully effective, including earning media coverage of $255,000 for a media investment of $1,500.