A Cam­paign that Won Big

ArabAd - - AWARDS -

This is the story of how Memac Ogilvy Beirut got Le­banese men to stand up for their women! Fol­low­ing years of breast aware­ness cam­paigns in­cit­ing women to get tested, women in ru­ral places were still not show­ing in­ter­est to­wards the cam­paign’s mes­sag­ing and the ne­ces­sity of get­ting a yearly mam­mog­ra­phy. This sit­u­a­tion was mainly due as men in ru­ral ar­eas are still the de­ci­sion mak­ers; it’s their words that count for the women in their lives and their spouses de­pend on them fi­nan­cially, even when it comes to health is­sues. Af­ter 12 years of cam­paign­ing, Memac Ogilvy Beirut de­cided to break the rules, break all the taboos and ad­dress Le­banese men with a new and bold ap­proach. The time had come for men to re­cip­ro­cate by be­ing re­spon­si­ble by sim­ply re­mind­ing women in their lives to do their yearly breast can­cer checkup.

Ex­ec­u­tive Cre­ative Di­rec­tor ex­plained: “The whole cam­paign was de­vel­oped on a very strong insight, talk­ing to men for the first time was a bold move. The cam­paign was well re­ceived by all tar­get groups and cre­ated an un­prece­dented buzz on so­cial me­dia.”

In­deed, the com­mu­ni­ca­tion shift trig­gered a na­tional PR storm driv­ing men to join the fight against breast can­cer. Through an in­te­grated PR ap­proach and im­pact­ful mes­sag­ing, Le­banese men were trans­formed into am­bas­sadors, re­mind­ing women in their lives to get the yearly mam­mog­ra­phy be­cause early de­tec­tion will save their lives.

Moe Minkara Naji Bou­los and Paul Holmes, founder/ceo the Holmes re­port

And that’s not all. The cam­paign was recog­nised at sev­eral ad­ver­tis­ing awards in­clud­ing Dubai Lynx and most re­cently at the Sabre Awards where Memac Ogilvy Pub­lic Re­la­tions en­joyed an un­prece­dented evening of suc­cess at the 11th an­nual EMEA Sabre Awards. The agency scooped two awards: Di­a­mond Sabre

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