Breast Cancer Self Examination: "Lump" Publicidad ambiental hecho por Impact Plus BBDO Dubai

Type of Entry: Use of Media
Category: Best Use of Magazines
Title: LUMP
Advertiser/Client: DUBAI HEALTHCARE CITY
Product/Service: BREAST CANCER SELF EXAMINATION
Entrant Company: IMPACT PLUS (BBDO) Dubai, UNITED ARAB EMIRATES
Advertising Agency: IMPACT PLUS (BBDO) Dubai, UNITED ARAB EMIRATES
Media Agency: OMD Dubai, UNITED ARAB EMIRATES
Creative Credits
Name Company Position
Paul Fayad Impact Plus (bbdo) Creative Director
Leslie Mendonca Impact Plus (bbdo) Copywriter
Breda Plavec Impact Plus (bbdo) Art Director
Tarek Eletrebi Impact Plus (bbdo) Creative Group Head
Sajid Aboobaker Impact Plus (bbdo) Image Retoucher
Chantal King Impact Plus (bbdo) Account Director
Details
Results and Effectiveness:
The simplicity of the idea helped women realise the importance of early detection. Dubai Healthcare City received a significant increase in the number of calls regarding breast cancer post the release of the advertisement.
Creative Execution:
We chose a medium that would help our target audience realise how easy it was to perform a breast self examination. So, in a popular woman’s magazine, we placed a magnet that created a lump. The lump distracts the reader, leading them to try and find to its cause. Once they reach our page, they quickly realise that they themselves could also find potential lumps in their breasts just as easily. The magnet also serves as a reminder down the line.
Insights, Strategy and the Idea:
In the Middle East, breast cancer is among the most taboo subjects. Seldom spoken about, this has led to nearly 70% of all cases being detected when it is too late. Therefore Dubai Healthcare City wanted to communicate the importance of early detection that could help save lives.