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80% of breast cancer tumors are self-detected. In the Middle East the topic of breast cancer is still taboo, so we needed a powerful and instantly recognizable way to remind every woman to do self-exams every day. Something simple that every woman in the world could relate to on a daily basis, and something that will remind them to do their self-exams every day.

To remind every woman to do self-check ups every day, we asked them to check out an emoji who has her arm raised for a very important reason. ​
We gave this familiar emoji a new meaning in women’s lives by creating a daily reminder to do self-exams. ​

The idea started with a post on social media raising a question regarding this emoji. Have you ever wondered the reason why this emoji has its arm up? She is doing a self-exam and reminding every woman to do a self-check up as well. ​
We took the idea even further, and created the first self-exam tutorial led by an emoji, teaching women in the region how to do self-check ups.


Advertiser: Friends of Cancer Patients

Creative Agency

Creative Agency: Horizon FCB Dubai

Executive Creative Director: Rodrigo Leal Rodrigues

Associate Creative Director: Rodrigo Scapolan

Associate Creative Director: Elsa de Bruyn

General Manager: Reham Mufleh

President, Horizon Holdings: Mazen Jawad

Production Company

Production Company: Fuelcontent

Head of Creative Services & Production: Hicham Soubra

Senior Video Editor: Anthony Heneine

Motion Designer: Lucas Pereira de Souza

Horizon FCB Dubai, 1 month ago