null - Feel for the Signs - by JWT Dubai

It’s not easy to talk to women about breast cancer in public. With this in mind, JWT Dubai developed the “Feel for the signs” campaign for the Pink Caravan’s Medical and Awareness committee, chaired by Dr. Sawsan Al Madhi, in association with Dubai Taxi Corporation (DTC). The campaign used pink taxis to raise awareness in a unique way. In the privacy of taxis reserved for women and driven by women, sleeves embedded with 'lumps' were strapped to seat-belts. Fastening seat-belts placed the sleeve exactly above the breast area so the 'lump' was uncomfortable enough for women to notice and read the message on the sleeve, “Breast cancer isn’t always this easy to find.” Simple instructional flyers, placed in back seat pockets, ensured our captive audience walked out of the taxis with the know-how to detect breast cancer. The campaign was recently awarded 3 golds at the 2014 Dubai Lynx Festival of Creativity.