Mother’s Day in the Middle East is celebrated on March 21. With mothers as its primary buyers, Babyshop, a leading children’s retailer in the Middle East, has launched a purposeful initiative in the region through a film, titled “The Gift of Mom” that rolled out 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, to commemorate this day in a truly meaningful way, 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. And mother’s Day is only the start. The brand is launching many acts under this initiative.
For instance, Babyshop has tied up with medical centres such as Aster to offer complimentary screening to all women. And Babyshop has also partnered with ehailing companies such as Uber, to offer complimentary rides to the medical centres.
Radio programs are covering the idea and encouraging women to get themselves checked with famous influencers such as Kris Fade.
Regional influencers who have a credible voice have signed on to the initiative organically.
In-store, Babyshop is bringing the need for mothers to check themselves to life via clothes hangars and shopping aisles. Babyshop stores will be converting fitting rooms into screening rooms. The film and its message will also be highlighted across in-store screens.
School activations will collect messages for mothers. In leading cinemas, there will be acts to reminds mothers to screens themselves.
Dubai One and other leading TV channels will be broadcasting the film and having conversations around the topic on Mother’s Day and over the next two weeks.
A beautiful purpose-driven campaign that definitely distinguishes itself from its unique and unexpected perspective and makes the cut from the traditional ads we got used to seeing on Mother’s Day.
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, 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