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JWT Duba:Feel for the signs - Seatbelt campaign for FOCP

2014/4/1 9:50:2203230


Challenge
Early detection rates in the Emirates are alarmingly low. The problem? It’s di?cult to talk to women about breast cancer in public.

Solution
We discovered the perfect captive audience in DTC’s Pink Taxis, a ?eet reserved for and driven by women. With a public yet private medium that’s ?ttingly pink, we sidestepped inhibitions 
and surprised passengers with ‘seatbelt lump’ sleeves placed to site exactly above the breast area. Feeling the lump revealed the message.

Execution
The sleeves dramatized how it’s rarely this easy to detect breast cancer. In some taxis, pressing the ‘lump’ activated a recording on the radio to promote regular checkups. 
Simple instructional ?yers, placed in back seat pockets, ensured that passengers walked out 
of taxis with the know-how to detect breast cancer. 

Credits
Client: Pink Caravan
Agency: JWT, Duba
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