footnote for the breast

  • activation
  • design
  • experiential

a lump in their shoes

in the region, breast cancer is the most common type of cancer among women. yet, talking about breast cancer is taboo. so, we created a unique footnote to raise awareness on breast cancer and get women to get themselves checked in a discreet way.

we imprinted pebbles with a message and left them in the shoes of women who went to pray at mosques. when they returned after prayers and wore their shoes, they discovered a "lump" in them.

0 taboos were broken by utilising this simple yet effective communication tool. this award-winning campaign attracted over 22 global awards and reinforced our position as one of the top advertising agencies in dubai.

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