Заголовок | Footnote for the breast |
Агентство | The Classic Partnership Advertising |
Кампания | FOOTNOTE FOR THE BREAST |
Рекламодатель | Medcare |
Бренд | Medcare Women & Children Hospital |
Дата первой трансляции/Публикации | 2017 / 1 |
Бизнес сектор | Больницы, медицинские учреждения и медицинские услуги |
Слоган | FOOTNOTE FOR THE BREAST |
История | 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. |
философия | 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. |
Проблема | 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. |
Результат | • 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. |
Тип медиа | Прямой маркетинг |
Длина | |
Исполнительный креативный директор | Alok Gadkar |
Креативный директор | Leslie Paul |
Креативный директор | Alok Gadkar |
Арт-директор | Ashwin Pednekar |
Арт-директор | Alok Gadkar |
Директор рабочей группы клиента | Pulkit Vasisht |
Специалист по работе с заказчиками | Paras Ali |
Руководитель производства | Vitthal Deshmukh |
Управляющий производством | Shankar Chidambaram |
Production Executive | Zohra Ameen |
Продюсер | Ashwin Menon |
DOP | Prasad Paniker |