ABOUT THE CLIENT

Medeor Hospital, a multi-specialty hospital in Dubai wanted to run a campaign for Cervical Cancer awareness and get users to come to their clinic for the PAP Smear test. Awareness on cervical cancer is quite low and most women above the age of 35 have not heard about the disease. However, they are aware of breast cancer and the health check-up that is required for early detection. In the Middle East, Cervical Cancer was virtually unknown and most people didn't think it was necessary to get a checkup for the same.

Insight

We decided to incorporate a campaign using familiar identities in a market that had absolutely no demand for this test.