Al Arabia: Be A Man

Al Arabia, an outdoor advertising company, launched a campaign in Saudi Arabia to encourage men to undergo digital rectal examinations to detect prostate cancer early and increase survival rates.

Campaign details

Brand: Al ArabiaBrand owner: MBCEntrant company: FP7 McCann RiyadhMarket: Saudi ArabiaSector: TV channels, services, programmesMedia channels: Online video, Outdoor, out-of-home, Social media, Websites & microsites, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

In Saudi Arabia, prostate cancer is the 6th most common cancer among men of all ages. There had been a steady increase in the number of reported cases in the Saudi cancer registry for the last two decades. Stage at the time of diagnosis is localized in 17.5% of cases...

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