SOMETHINGS SHOULD NEVER BE APART AND YOUR BREASTS ARE NO DIFFERENT
The Challenge
Nestle Fitness Cereals Arabia champions the everyday health and well-being of women, but it doesn’t just stop at breakfast. The breakfast cereal makers have been proud supporters of Breast Cancer initiatives for the past 5 years. We wanted to start a dialogue with women in the Middle East but found it difficult to speak about such a taboo topic in the conservative country.
The Solution
This year we launched a new Breast Cancer Awareness online video that women (and men) could share with one another. The video draws parallels between the relationship of a women’s breasts and twins sisters and aimed to tackle a taboo topic in the region by starting an emotional dialogue with women in using a clever executional format.
A women’s breasts, like twins, are inseparable. They should never be apart, always together and Nestle Fitness Arabia believes your breasts should be no different. So, keep “them” together with regular self checks.
The Results
We received over 2 million views on youtube and facebook in less than a month, more importantly traffic to our self check page increased by 32%, with a weekly click-through rate of increasing. Most importantly, women were doing self-checks and educating themselves about one the Middle East's growing cancer problems today.
