Results and Effectiveness

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.

Creative Execution

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. We shot web films with kids witnessing First Mother’s Day without mother. And created an integrated campaign out of their stories. 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.

Insights, Strategy and the Idea

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. Our insight was that women take care of their families but not themselves. So we needed to talk to their family to do the same for them. Our core TG was teenagers who don't value their mothers round the year but shower love and gifts on Mother's Day.