ASDA'A Burson Marsteller - Public Service Campaign

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Company: ASDA'A Burson Marsteller, Dubai, United Arab Emirates
Company Description: Over the last 15 years, ASDA’A Burson-Marsteller has earned its reputation as the Middle East’s leading public relations consultancy and the benchmark of PR practice in the region. The company’s growing list of prestigious clients and high-profile industry awards reflect this position. ASDA’A Burson-Marsteller, a WPP company, has 11 wholly owned offices and reaches into 18 Middle East nations.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Public Service

Nomination Title: Targeting stigma in the Middle East: Warriors in Pink for Ford Motor Company

Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

SITUATION ANALYSIS

Ford Motor Company has been actively and passionately involved in the battle against breast cancer since 1993 and, in 2006, the company strengthened its efforts by launching the ‘Warriors in Pink’ campaign, dedicated to helping individuals affected by breast cancer. Ultimately, Warriors in Pink aims to increase the breast cancer survival rate by encouraging regular screening and ensuring early detection.

In the Middle East, women face a roadblock in the path to early detection, due to a long-standing stigma associated with breast cancer. Many women are fearful, uncomfortable or unwilling to acknowledge that they might be affected by the disease. As a result, in many cases sufferers are not diagnosed until later stages of breast cancer.

To tackle this concern, Ford Motor Company approached its retained agency in the region, ASDA’A Burson-Marsteller, to launch a fully-localised version CSR campaign in the Middle East, and since 2011 has helped change attitudes towards breast cancer, and encourage regular screening.

THE STRATEGY

Each year, the desired outcome of the campaign is to save as many individuals from breast cancer as possible, through regular testing and early detection. Building on the success of previous years, the Agency knew that in 2016 it was time to take the campaign to the next level. By engaging key stakeholders – survivors, patients and social media influencers – the campaign would focus on creating a powerful group of individuals with truly effective reach.

A two-phased approach was agreed: an inspirational ‘Models of Courage’ campaign engaging breast cancer survivors, and an #IAMAWARRIOR Social Media campaign targeted at social media influencers, along with the gift of a specially designed, symbolic Pink boxing robe.

EXECUTION

The first step was to reach out to the community of breast cancer survivors. The team did so by connecting with local NGO’s, doctors and hospitals, which proved effective in convincing them to come forward and share their story. Next, the team personally reached out to each of the survivors, to help them understand the magnitude at which they could make a difference.

For phase one, the team organized an adrenalin-fuelled photo-shoot of breast cancer survivors across the Middle East. Themed ‘The Battle’, the photo-shoot took place in boxing rings, symbolic of the battle with breast cancer. The ‘Models of Courage’ were eager to share their struggles, advice and support for those battling the disease, all of which was recorded to create an inspirational video to be shared with media. This was followed by a sunrise yoga session to mark the beginning of breast cancer awareness month.

The second phase aimed to amplify the campaign’s reach. Social Media influencers across the UAE, KSA, Lebanon, Egypt and Morocco were sent Pink boxing robes and encouraged to show their support for the cause by sharing photos of themselves wearing the robes, along with the hashtag #IAMAWARRIOR.

DOCUMENTED RESULTS

Warriors in Pink 2016 was a resounding success. Media responded extremely well to the new approach, as they now had access to inspirational stories of survivors, who were previously difficult to reach. Moreover, breast cancer survivors have begun volunteering themselves to be involved in the campaign. The team was also acknowledged for their passion, and for going above and beyond to support the cause, building lasting relationships with the survivors.

The social media campaign generated 3,301,596 interactions with the hashtag #IAMAWARRIOR, 18,070 posts and 95,872 total interactions on Instagram, with a potential reach of over 6 million, out of which 18% are generated from the MENA region. With regards to the #IAMAWARRIOR hashtag usage, Dubai ranks first among cities who have used it at 7.97% of global posts, while the UAE ranks second for country-wise usage, with 11.59%.

The campaign also generated a total of 61 hits in top tier publications across the region, with a print reach of 11,757,609 and total perceived ad value of $1,117,095

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).

HIGHLIGHTS

-More Breast Cancer survivors coming forward to be a part of the campaign in spite of existing stigma surrounding the illness
-Great response from media responded who now had access to inspirational stories of survivors, who were previously difficult to reach.
-The team was also acknowledged for their passion, and for going above and beyond to support the cause, building lasting relationships with the survivors
-3,301,596 interactions with the hashtag #IAMAWARRIOR, 18,070 posts and 95,872 total interactions on Instagram, with a potential reach of over 6 million
-61 Total coverage hits in top tier publications across the region,
-Total print reach of 11,757,609
-Total Ad Value of $1,117,095