The Drum Awards for Marketing - Extended Deadline

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Date: Mar 2019
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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