WUNDERMAN THOMPSON DUBAI
ASSOCIATE CREATIVE DIRECTOR & WRITER
In a region where it’s taboo for women to check their breasts for signs of breast cancer, we had to find a creative way to educate them without any social and cultural backlash. So we partnered with the Friends Of Cancer Patients Society to create a unique Stressball with a tiny stone embedded in it. Upon squeezing it, one could feel a distinct lump. The message on the ball and the accompanying brochure rounded off the communication. 50000 stress balls were given out to women across the UAE. The follow-up responses and inquiries around in-person tests pointed toward the campaign’s efficacy and success.
