The Gift of Mom by FP7 McCann MENAT
- Location:
Mother’s Day in the Middle East is celebrated on March 21. With mothers as its primary audience, Babyshop, a leading children’s retailer in the Middle East, has launched a purposeful initiative in the region.
Titled, 'The Gift of Mom', the initiative is being launched with a film on YouTube and Facebook.
In the Middle East, more than 70% of mothers do not screen themselves for breast cancer, and a majority of them would rather not know they have breast cancer (and face the dangers of delayed detection) than know they have the disease and go through the treatment. Fear of losing their hair or not looking beautiful because of the side effects of the treatments, scares women and ignorance becomes temporary bliss. But, with 1 in 8 women at risk of being diagnosed with breast cancer, the disease does impact many women, mothers and families in the region.
With early detection helping with over 90% survival rates, getting checked early is key. So, on Mother’s Day this year, in line with the region’s focus of creating world-class healthcare, Babyshop is not doing a typical Mother’s Day campaign of thanking or celebrating mothers; the likes of which are prevalent in the region. Instead, Babyshop is asking all mothers to make Mother’s Day the day they pledge to screen themselves regularly for breast cancer.
Creating a new occasion, Babyshop is making Mother’s Day an occasion for women to check themselves for breast cancer awareness.
Credits
Agency: FP7 McCann Dubai
Production House: Dejavu
Executive Producer: Manasvi Gosalia
Director: Tahaab Rais
DOP: Bobby Dhillon
Editor: Neelay Shah
First AD: Zeus Merhi
Producer: Kavya Iyer
Post Producer: Mary Bou Akl
Grading: Karim Mira
Creative Director: Tahaab Rais
Copywriter: Tahaab Rais
Art Director: Tahaab Rais
General Manager - Business Unit: Nima Askari
Senior Account Director: Vicky Kriplani
Regional Head of Strategy: Tahaab Rais
Account Manager: Marine Deneufbourg
Executive Creative Director: Olly Robinson
Art Direction: Selen Caliskan Batur
Make-up: Merve Bayazit Cangokce
Sound Studio: Mango Jam
Production: Amiya Nagpal
Casting Agency: MMG