While breast cancer awareness campaigns run every October, early detection rates in the Emirates remain below world average. The main problem is it's difficult to talk to women in the Emirates about breast cancer in public.

So we discovered the perfect captive audience in Dubai Taxi Corporation's Pink Taxis, a fleet of taxis reserved for and driven by women. With a public yet private medium that's appropriately pink, we sidestepped inhibitions and surprised passengers with our 'seatbelt lump' sleeves. The sleeves were embedded with beads and strapped on seatbelts. Fastening the seatbelt placed the sleeve exactly above the chest. The 'lump' inside the sleeve was uncomfortable enough for women to notice the message on the sleeve. In some taxis, pressing the lump activated the radio and a pre-recorded message promoted regular breast cancer check-ups. Simple instructional flyers, placed in back seat pockets ensured that our captive audience walked out of our 'Pink Taxis' with the know-how to detect breast cancer.

The campaign reached thousands of passengers and word spread. Several news agencies picked up the story and covered it online and offline.

As safe, feminine environments that are fittingly pink, Pink Taxis allowed us to surprise and inform an audience who would normally try to ignore an attempt to discuss self-examination. In some taxis pressing on the lump interrupted regular radio broadcasting with a pre-recorded message that expanded on the copy of the sleeve. With simple instructional leaflets placed in the backseat pockets of the taxis, we ensured that the audience would walk out of the taxis with the know-how to check themselves properly. Online support spanned owned social media channels, websites and partner platforms. PR coverage from regional news outlets broadcast the message to the general public.

We reached 63,237 passengers, increased web traffic to Pink Caravan's website by nearly 30%, increased followers across social media platforms by 15% and generated an estimated AED 37,000 in PR value in 1 month.