Baheya Cancer Hospital: The Sweet Donation

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Baheya Cancer Hospital: The Sweet Donation

Naila Fattouh

Campaign details

Brand: Baheya Cancer HospitalBrand owner: Baheya Cancer HospitalLead agency: FP7/CAICountry: EgyptIndustries: Charities & voluntary organisations, Healthcare services, providersChannels used: Direct marketing, Other & ambient media, Social mediaBudget: Up to 500k

Executive summary

The holy month of Ramadan is the peak season for charities to advertise in Egypt. The month to do good is an opportunity for charities to receive donations. For this reason, every ad break throughout the month is cluttered with ads requesting donations. And because...

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