Campaign details

Brand: Murr Television
Brand Owner: Murr Television
Lead Agency: FP7/Beirut
Contributing Agencies: UM MENA, Beirut
Country: Lebanon
Industries: TV channels, services, programmes
Media Channels:  Events & experiential, Online video, Other & ambient media, Public relations, Social media, Word of mouth, advocacy
Budget: 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 to help women get past the social stigma and overcome their fears, with a social media and TV campaign called: "I'm going bald, so you don't have to."

It identified a female activist who went bald to coax her mother into getting herself checked and used its platforms to broadcast her message. Online, women could share that they got themselves checked and learned more about breast cancer. On-ground salons enabled men and women to go bald for women in their lives, pushing them to get themselves checked and the hair collected was donated to create wigs.