Since there was such a huge stigma on this sensitive topic it was important to find out how we could reach these women with the right communication in the right way and at the right moment and channels. Research showed that women in Saudi Arabia want to hear this kind of communication (advice) from their loved ones. We decided that that family feeling should be strongly present in the campaign.

To start our mission, we created a wide-ranging social awareness campaign together with the International Breast Cancer Conference, the Saudi Oncology Society and the Ministry of National Guard & Health Affairs.

The campaign centered around a series of impactful videos, in which recognizable situations with Saudi family and friends formed the stage. The simple but emotional message we spread: "Choose life, just check!”

In just a few months we realized over 1.000.000 completed views on YouTube, with a view rate of no less than 22.7%. An immense number of women who watched and engaged with and shared this important subject.

The debate caught fire and slowly but steadily started to change the general view on the subject…In just one year the number of breast cancer screenings in Jedda alone increased from 3000 to 28000 in just one healthcare centre!

The campaign became a huge success. With a low budget it secured a lasting impact in breast cancer prevention that can never expressed in money.