Case Study

The Pink Caravan

Promoting a worthy cause

Plenty is
not enough

A decade, but not long enough

The Pink Caravan reached a decade of bringing breast cancer awareness to the streets of UAE - and in turn needed a campaign that would truly do the initiative justice. We took an orthodox approach to this, instead of praising the initiative for all it had achieved over ten years - we decided that though plenty had been done, plenty was not enough.

Objective

We needed to create a campaign that highlighted the ten years of Pink Caravan, but also pushed public participation in what would be the biggest cancer awareness drive in the UAE to date. The campaign needed to get beneath the expected desensitised response to charity and PSA messagery, it had to strike a nerve and cause a stir.

Strategy

#Plentyisnotenough was our slogan, and we pushed this across multiple platforms and media formats, honing in on a very accurate notion - the fight against cancer is still happening, and we need more help, more tests, more screenings...From a TVC to influencer marketing and newspaper releases - we took this message far and wide.

Results

This campaign hit the high notes, garnering a huge amount of interest across multiple avenues, not just in the UAE but abroad too. Reaching 10 countries in three different languages, the campaign resulted in a greater level of public participation for Pink Caravan and even greater awareness for the initiative.

Xposure International Photography Festival 2019

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