FIRST MOTHER'S DAY

TitleFIRST MOTHER'S DAY
BrandINDIAN CANCER SOCIETY
Product / ServiceBREAST CANCER SCREENING AWARENESS
CategoryB04. Non-Corporate
EntrantGOOD BAD WEIRD Gurgaon, INDIA
Entrant Company GOOD BAD WEIRD Gurgaon, INDIA
Advertising Agency GOOD BAD WEIRD Gurgaon, INDIA
Advertising Agency 2 SIREZ New Delhi, INDIA

Credits

Name Company Position
Vikaran Soodan Films Rajendraa Editor
Vikas Mishra Films Rajendraa Producer
Dheeraj Jindal Films Rajendraa Director
Neeraj Suji Films Rajendraa Creative Producer
Karan Kaushik Sirez Digital Strategy Head
Cvvs Krishna Sirez Technology Head
Rakesh Tripathy Good Bad Weird Account Director
Vibhor Yadav Good Bad Weird Creative Group Head
Vishal Sagar Good Bad Weird Creative Director (Copy)
Kamlesh Jangid Good Bad Weird Creative Director (Art)

The Campaign

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 have been 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. Idea 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. 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. Result 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.

The Brief

The goals of the campaign was to get more women to opt for Breast Cancer Screening. Researches indicated that there are many reasons of why women in India are not serious for Breast Cancer Screening. Even after high levels of awareness, screenings are almost negligent. So we realised that it's not easy to convince women. But, we started a conversation with their kids who we believed could change the gloomy pattern. We made them realise the consequences of Breast Cancer by showing them stories of people their age who have lost their mothers to Breast Cancer. Youngsters started talking among themselves first and the conversation reached the national scale.

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.

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. We did many or ground activities including a one of a kind bike rally. The events were extensively covered by media. TV News Channels considered the gift cards as a novel idea to fight breast cancer. The campaign made Breast Cancer a talking point. It challenged social taboo. And youngsters started a conversation with their mothers. Many talk shows were organised to break the barriers. A shift in gifting culture achieved what years of awareness could not.

The Situation

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 have been 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.

The Strategy

Woman of the house usually is so busy taking care of her family members that she ignores her own health. In India, another problem is of dependency. Mostly women here don't know how to drive. And they are dependent on others to take them from one place to another. We figured out that dependency is one key reason why women don't go for Breast Cancer Screening. To resolve this issue, we thought of starting a conversation with people the women are dependent on. Also, their kids have the power of convincing them for the screening.