Campaign details

Brand: Zurich International Life Ltd
Brand owner: Zurich Insurance Group
Lead agency: Rain Creative Fz LLC
Country: United Arab Emirates
Industries: Insurance
Media channels: Online display
Budget: Up to 500k

Executive summary

Breast cancer is the third leading cause of death among women in the UAE – even though it is treatable if detected in its early stages. This is despite research concluding that women are well aware of the disease and also of the critical periodic breast self-examination that leads to early detection.

The agency interviewed women who had recently been diagnosed with breast cancer. Most of the patients said they were surprised because they regularly conducted self-examinations, but had not registered the lumps – leading to late diagnosis.

Zurich is one of the biggest life insurance providers in the region and, traditionally, its communication has been restricted to B2B. In July 2018, the brand shifted strategy to focus on building brand preference and equity among consumers – moving to B2C communications. The Breast Cancer Awareness Day campaign was the first effort it made towards this.