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Pink Speed Bumps

Guerrilla Breast Cancer Awareness Campaign

— March 19, 2008 — Tech
This is a truly unique and creative campaign to raise awareness about breast check-ups. Taiba Hospital in Kuwait commissioned the JWT ad agency to come up with a strategy to increase awareness of self breast exams.

Since breast cancer is a sensitive topic in a conservative Muslim country like Kuwait, JWT wanted to convey the message in a subtle and light way that would encourage women to have a breast check-up.

Executive creative director Mazen Fayad and art director Rawad El Dahouk came up with a campaign that draws a parallel between the bumps felt on breasts and the road bumps. A sign is placed after the pink-striped road bump with the message “Felt the bump? Have your breasts checked” and the hospital name.

The number of women who examined their breasts at Taiba hospital one month after the campaign was deployed increased from 60 to about 200 each month.
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