Campaign details
Brand: Murr TelevisionBrand Owner: Murr TelevisionLead Agency: FP7/BeirutContributing Agencies: UM MENA, BeirutCountry: LebanonIndustries: TV channels, services, programmesMedia Channels: Events & experiential, Online video, Other & ambient media, Public relations, Social media, Word of mouth, advocacyBudget: Up to 500k
Executive summary
An average of 64% of women in Lebanon didn't have regular breast screenings, because the fear of losing their hair during treatment meant that they preferred not to know if they had cancer.
Murr Television (MTV), a leading Lebanese media channel, set out...