Majority of women literally have their eyes closed when it comes to their own health & well-being.We used the creative idea – ‘open your eyes’ to shake them out of this mindset and get them to act instantly about something as grave as breast cancer. For the entire week, we decided to blindfold every mannequin in every store window with a message ‘Open your eyes to breast cancer’.

A message directing women to the clinic or to self examine replaced the window price card. To ensure local women registered the message, the communication was created in both English and Arabic.

This was the first time something of this sort was done for breast cancer awareness in the region. The communication exceeded expectations - over 1,500 women came in for a free check-up in the entire week. 10,000 self-check leaflets were picked up by women across nationalities and age groups.The activity also served another long term purpose – to continue to remind women to spare a few minutes for self examination every month. The client was tremendously pleased with the results achieved. So much so, that they requested the agency to repeat the activity for next year’s communication as well.