A Campaign that Won Big

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