Friends of Cancer Patients: YMCA Self Check

Adrian Mutescu, Tanya Kassab

Friends of Cancer Patients (FOCP), a non-profit organisation, leveraged popular culture to get around a taboo topic in the UAE and used the classic 70s song YMCA to teach women how to conduct a self-examination for breast cancer.

Campaign details

Brand: Friends of Cancer Patients Brand owner: Friends of Cancer Patients Entrant company: Havas Middle EasyIdea creation: Havas Middle East Dubai Market: United Arab Emirates Sector: Charities & voluntary organisations Media channels: Email marketing, Social media, Online video, Public relations, Direct marketing, Merchandise & free gifts Budget: No budget

Executive summary

Regular mammary self-checks are encouraged by HCPs, but less than 3% of women know the basic steps to perform it. During ‘Pink October’, we partnered with FOCP (Friends of Cancer Patients)...

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