FORD WARRIORS IN PINK

9,319 mammograms donated to women who could not afford screenings
22.7 million total online reach and 66 print hits

BRIEF SYNOPSIS

Breast cancer is still a leading cause of death amongst women in MENA, with its incidence rising over the past two decades. In 2018, cultural stigma continues to be associated with the disease, preventing women from taking early action that could save lives.

ASDA’A BCW was asked to create a powerful campaign for Ford MENA to empower breast cancer survivors in sharing their stories about coping with the disease and to encourage other women to step forward and ask for mammograms. We steered a three-phase campaign culminating in the production of a 15-minute Stories of Courage documentary, featuring five breast cancer survivors which turned a traumatic diagnosis into an inspiring story.

REACTION

Warriors in Pink attracted massive media attention from leading media outlets targeting women in the region with wide reach. Through its yearly partnerships with NGOs of the region, it has inspired over 135 courageous women to discuss their battle with breast cancer publicly.

IMPACT

Warriors in Pink received the Public Affairs Asia Gold Standard award for best broadcast, resulted in a total online reach of 22.7 million and an exposure of 6.4 million on Instagram.