Ford Motor Company has been actively and passionately involved in the battle against breast cancer since 1993 and, in 2006, the company strengthened its efforts by launching the ‘Warriors in Pink’ campaign, dedicated to helping those affected by breast cancer. Ultimately Warriors in Pink aims to increase the breast cancer survival rate by encouraging regular screening and ensuring early detection.

In the Middle East, women face a particular roadblock in the path to early detection, due to a long-standing stigma associated with breast cancer. Many women are fearful, uncomfortable or unwilling to acknowledge that they might be affected by the disease. As a result, in many cases sufferers are not diagnosed until later stages of breast cancer.

To tackle this concern, Ford Motor Company approached us to launch a fully-localised version CSR campaign in the Middle East, to help change attitudes towards breast cancer, and encourage regular screening.

We reached out to breast cancer survivors: connecting with local NGO’s, doctors and hospitals, which proved effective in convincing them to come forward and share their story. We personally reached out to each of the survivors, helping them understand the magnitude at which they could make a difference.

Phase one: an adrenalin-fueled photo-shoot of breast cancer survivors across the Middle East. Themed ‘The Battle’, it took place in boxing rings, symbolic of the battle with breast cancer. The ‘Models of Courage’ were eager to share their struggles, advice and support for those battling the disease – captured in an inspirational video shared with media. Plus a sunrise yoga session to celebrate the beginning of breast cancer awareness month.

Phase Two: amplify campaign reach. Social Media influencers across UAE, KSA, Lebanon, Egypt and Morocco sent Pink boxing robes and encouraged to show support for the cause wearing the robes, hashtagged #IAMAWARRIOR.