The challenge:

Breast cancer affects women in the Middle East earlier than in other countries, yet young women in the region were not getting screened for breast cancer.

The objective:

Educate young people about the importance of screening and early detection in a way that's relevant to them.

The strategy:

Low screening rates meant young women weren't listening to traditional awareness campaigns. So we decided to target someone they would listen to: their loved ones. We wanted people to ask the important women in their life to get screened.

The execution:

We designed and produced pairs of rings: 1 for the woman, symbolizing a promise to get screened. The other, for a loved one, and a promise to support her throughout the process. Because cancer doesn't just affect a woman - it affects everyone around her as well. We launched the campaign with a special event in Dubai, which spread the word through media coverage. We distributed the rings at events, jewelry stores, gyms, universities and more - including lingerie and flower shops on Valentine's day.

We sent special DM's to journalists and bloggers. RJ mentions reached all the way to India. The campaign was covered on blogs and websites. The rings were featured in a fashion editorial in a popular women's magazine. And of course, people shared their promises in social media.

The outcome:

With zero media budget, we got 98,000 promises. And we showed women they aren't alone in the fight against breast cancer,

We created two rings: one for a woman, symbolizing a promise to get screened. The other, for a loved one, symbolizing a promise to support her no matter what. The rings were used as a device to get women and their loved ones talking about health - and to let women know they are not alone in the fight against breast cancer.

We used specific channels to target young women and their loved ones by identifying the places where they spend the most time. We hosted an event at a popular club in Dubai, which was covered by media. We sent DMs to bloggers, journalists and cultural influencers, who shared the campaign with the public. The rings were distributed for free in boutique gyms, jewelry stores, supermarkets, universities, and, on Valentine's Day, in flower shops and lingerie boutiques. The rings were also featured in a fashion editorial of a leading women's magazine.

Over the course of our campaign, we garnered over 98,000 promises. Our campaign also spread to more and more locations, with stores and organizations requesting the rings to give to their customers. Through our PR campaign and DMs, the rings were featured in a fashion editorial, promoted by a regionally famous singer and written about on several lifestyle and health blogs and websites.

P&G strengthened its reputation as a supporter of women, their families and the issues that matter to them.