Campaign details

Brand: Medcare Women & Children Hospital
Brand owner: Aster DM Healthcare
Lead agency: The Classic Partnership Advertising Dubai
Country: Middle East and North Africa
Industries: Healthcare services, providers
Media channels: Other & ambient media
Budget: 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 'breast', so it is referred to as 'chest cancer'. As a result, the region has a high rate of late presentation. From a statistical point of view, 98% of those with breast cancer will survive if it is detected early.