Medcare Women & Children Hospital: Footnote for the breast

Medcare Women & Children Hospital, a leading healthcare provider in the UAE, used a hands-on creative campaign to raise awareness of the necessity for breast checks among local and Arab women.

Campaign details

Brand: Medcare Women & Children HospitalBrand owner: Aster DM HealthcareLead agency: The Classic Partnership Advertising DubaiCountry: Middle East and North AfricaIndustries: Healthcare services, providersMedia channels: Other & ambient mediaBudget: No budget

Executive summary

In Arab culture, there are many taboo subjects. Breast cancer is one of them. Approximately 15.9% of all cancer cases among men and women in the UAE are breast cancer, yet many of those affected by it do not speak up or seek medical help. It's even considered inappropriate to mention the word...

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