Babyshop Celebrates 'The Gift Of Mum' in Touching New Film for Mother's Day
The FP7 McCann Dubai campaign raises awareness of breast cancer
In the Middle East, more than 70% of mothers do not screen themselves for breast cancer, and a majority of them would rather not know they have breast cancer (and face the dangers of delayed detection) than know they have the disease and go through the treatment. Fear of losing their hair or not looking beautiful because of the side effects of the treatments scares women and ignorance becomes temporary bliss. But, with 1 in 8 women at risk of being diagnosed with breast cancer, the disease does impact many women, mothers and families in the region.
With early detection helping with over 90% survival rates, getting checked early is key. So, on Mother’s Day this year, in line with the region’s focus of creating world-class healthcare, Babyshop is not doing a typical Mother’s Day campaign of thanking or celebrating mothers; the likes of which are prevalent in the region. Instead, Babyshop is asking all mothers to make Mother’s Day the day they pledge to screen themselves regularly for breast cancer.
Creating a new occasion, Babyshop is making Mother’s Day an occasion for women to check themselves for breast cancer awareness. And Mother’s Day is only the start. The brand is launching many acts under this initiative.
For instance, Babyshop has tied up with medical centres such as Aster to offer complimentary screening to all women. And Babyshop has also partnered with e-hailing companies such as Uber, to offer complimentary rides to the medical centres.
Radio programs are covering the idea and encouraging women to get themselves checked with famous influencers such as Kris Fade recording and talking about the topic
. 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 screens themselves. Dubai One and other leading TV channels will be broadcasting the film and having conversations around the topic on Mother’s Day and over the next 2 weeks.view more - Creative
Post Production / VFX
Producer: Mary Bou Akl
Grade: Karim Mira
Production Company: Dejavu
Executive Producer: Manasvi Gosalia
Director: Tahaab Rais
DOP: Bobby Dhillon
Producer: Kavya Iyer
Editor: Neelay Shah
First Assistant Director: Zeus Merhi
Make Up: Merve Bayazit Cangokce
Sound Company: Mango Jam
Creative Agency: FP7 McCann Dubai
Creative Director: Tahaab Rais
Copywriter: Tahaab Rais
Art Director: Tahaab Rais, Selen Caliskan Batur
Executive Creative Director: Olly Robinson
General Manager: Nima Askari (Business Unit)
Senior Account Director: Vicky Kriplani
Head of Strategy: Tahaab Rais (Regional)
Account Management: Marine Deneufbourg
Production: Amiya Nagpal
Genres: People, Storytelling
Categories: Health, Corporate, Social and PSAslbbonline.com, Thu, 21 Mar 2019 15:16:24 GMT