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Baheya Case Study

In Egypt, Breast cancer is a censored topic.

Egyptian’s superstitious nature refers to breast cancer as “the evil disease” that shouldn’t be an issue for discussion.

So in October, the breast cancer awareness month,

Baheya hospital took it upon itself to change that and aim to increase the early breast cancer detection awareness among Egyptian women, which raises the survival rate up to 98%.

Baring the cultural challenge, it’s a fact that the majority of Egyptian women can never be certain whether they have breast cancer or not. Hence, it remains a big question mark.

So how can we influence Egyptian women to answer this question?

We had to approach them on a one-on-one basis to ensure a direct response to the question they always avoid asking. “Sure I don’t have breast cancer?” and by taking baheya’s self-check brochure they literally turned the question into a statement. The mirror effect of inverting the question mark forms a contour of breasts, which made the brochure a physical manifestation for women to spot the symptoms and follow the steps of the self-check easily.

We placed our message on mirrors where women would literally face themselves and have no option but to ask the big question.

We chose private locations to run our campaign in so women would be receptive to our confrontational message such as hairdressers, fitting rooms, gyms, and even public toilets.

Our campaign had a significant stopping power, women directly responded to our communication where 60,000 brochures were taken.

Also, the hospital’s mammogram exams exceeded by 16% during the campaign, helping us take the first step in a long journey.

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