On Middle East’s Mother’s Day, celebrated on March 21, Babyshop has launched a multi touchpoint initiative backed with a digitally supported campaign. In line with its philosophy to engage in meaningful conversations with its consumers, the initiative aims towards creating awareness, and taking timely action, against breast cancer.
Building its insight on the research point that in the Middle East, over 70 percent mothers do not screen themselves for breast cancer, and also that a majority would rather not know they have breast cancer, the film asks mothers to pledge that they would screen themselves regularly.
The film reminds that early detection helps with over 90 percent survival rates, and hence getting checked early is key.
The campaign around Mother’s Day is only a start according to the brand that says it is launching several acts under this initiative. Babyshop has tied up with medical centers such as Aster to offer complimentary screening to all women. It has also partnered with cab apps such as Uber, to offer complimentary rides to the medical centers.
Radio programs are covering the idea and encouraging women to get themselves checked with famous influencers such as Kris Fade recording the topic this morning. Regional influencers who have a credible voice have signed on to the initiative organically.
In-store, Babyshop is bringing the need for mothers to check themselves to life via clothes hangers and shopping aisles. Babyshop stores will be converting fitting rooms into screening rooms. The film and its message will also be highlighted across in-store screens.
School activations will collect messages for mothers. In leading cinemas, there will be acts to reminds mothers to screen themselves. Dubai One and other TV channels will be broadcasting the film and further engaging in conversations around the topic for two weeks after Mother’s Day.
Agency: FP7 McCann Dubai
Production House: Dejavu
Executive Producer: Manasvi Gosalia
Director: Tahaab Rais
DOP: Bobby Dhillon
Editor: Neelay Shah
First AD: Zeus Merhi
Producer: Kavya Iyer
Post Producer: Mary Bou Akl
Grading: Karim Mira
Creative Director: Tahaab Rais
Copywriter, Art Director: Tahaab Rais
General Manager – Business Unit: Nima Askari
Senior Account Director: Vicky Kriplani
Regional Head of Strategy: Tahaab Rais
Account Manager: Marine Deneufbourg
Executive Creative Director: Olly Robinson
Art Direction: Selen Caliskan Batur
Make-up: Merve Bayazit Cangokce
Sound Studio: Mango Jam
Production: Amiya Nagpal
Casting Agency: MMG