The Brief

Despite a low incidence rate, India has one of the highest Breast Cancer mortality rates in the world. Almost every 2nd woman suffering from Breast Cancer dies. The main reason behind this is the absence of culture of self examination and Breast Cancer Screening. Indian Cancer Society is the pioneer in cancer care in India. They are spreading awareness for years now, but, the death toll continues to rise. They wanted to change the pattern by making women opt for Breast Cancer Screening.

Creative Execution

Execution We shot web films with kids witnessing First Mother’s Day without mother. Their stories were then used to create an integrated campaign. We introduced special Mother’s Day gift cards that doubled up as Breast Cancer Screening Coupons. These cards were made available in schools, colleges and leading gift stores and were valid across various hospital networks. These cards became the gift of the season. A shift in gifting culture achieved what years of awareness could not.

Describe the creative solution to the brief/objective.

Last year 125,000 kids lost their mothers to Breast Cancer in India alone. 12th May 2013 was to be the most painful day of their life. First Mother’s Day without mother. We took these stories to start a conversation with youngsters. Our message Take your mom for Breast Cancer Screening. Gift her life this Mother’s Day. We asked youngsters to take the responsibility of the well-being of their mothers.

Results

Of all the numbers the one that matters the most is that of 15,000 kids who ensured that next mother’s day is not their first mother’s day.