Horizon FCB Dubai
Thu, 05 Aug 2021 11:48:48 GMT
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: 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: Fuelcontent
Head of Creative Services & Production: Hicham Soubra
Senior Video Editor: Anthony Heneine
Motion Designer: Lucas Pereira de Souza