A UAE-based charity, Friends of Cancer Patients, has been urging radio listeners to take note of the little niggles and seemingly minor symptoms they tend to dismiss. A series of radio ads from DDB Dubai likens the first warning signs of cancer to other apparently little problems that point to more serious underlying issues, such as a loose wheel nut on a car or a tiny little crack tracing along a wall.
The ads, which were produced by Mango Jam, leverage sound design and rhythmic copywriting to depict a gradual escalation as the cracks and loose screws and odd smells snowball into catastrophe.
The team at DDB Dubai explain the rationale behind the creative: “We humans tend to procrastinate on important things that could have huge impacts on our lives. This holds especially true when it comes to treating the symptoms of cancer. Quite often we leave it until it’s too late. In this radio campaign we bring this to life with everyday examples, that when ignored, could put us in grave danger, such as a loose wheel nut, a crack in the wall, and a foul odour.”