Branded Content does not exist in Qatar. This film is a first in this country. We approached the National TV station Qatar TV and requested their support to air content FOC (2 minute film) which addressed the very serious challenges that carers, families and friends of Cancer patients experience in this country. Cancer is a taboo subject in Qatar to the extent that families hide the patients from sight and do not discuss it within the family household. We wanted to encourage openness and communicate to the audience that if a young child could be aware of his grandfather's illness and respond with both compassion and selflessness (donating his Eidyah money instead of buying toys / sweets), then the audience as adults should open their hearts, and accept that Cancer is an illness that will touch every one of us at some point. This is the first Cancer Awareness film in Qatar, subtly was required. We wanted to raise awareness and encourage support for the Qatar Cancer Society. The strap line translation, Arabic to english means "Generosity is its Own Reward" which is culturally appropriate demonstrating the pride of the little boys parents and grandfather. The soundtrack is called HOPE.

We wanted to encourage the audience to be more open and discuss Cancer especially within the family unit. In order to draw the audience in and hold their attention, the film tells the story of a young Qatari boy's special relationship with his grandfather, of family values and how children see everything including illness. Each scene has very specific cultural nuances / idiosyncrasies and emotive buttons such as child / granddad, ironing old money to look new / putting on new clothes which are all things every Qatari has experienced. The soundtrack is by renowned Qatari musician, Fahad Al Kubaisi.

This campaign only kicked off on 22nd April (1 day before the entry deadline for Cannes) so there is not much quantifiable data available just yet. Saying that, the Qatar Cancer Society have been inundated with phone calls and messages in support of the film after just 24 hours resulting in Qatar TV agreeing to run the film 3-4 times per day for the next 3-months and over the holy month of Ramadan when ratings soar. For us, this is validation that the message and content is culturally sensitive and appropriate for the audience. Bear in mind that this issue has never been addressed in Qatar before now.

We have commenced a pre/post awareness research program. Feedback to date has been extremely positive with all the national newspapers picking up on the story and social media has exploded.