The challenge was to create a campagin that targets Taiba Hospital (kuwait) patients (women) to encourage them to have their breasts checked. Breast cancer is a sensitive subject in Kuwait so the message had to be subtle and light.
The marketing team decided ot draw a parallel between the bumps fel ton the breasts and the bumps on the street. Using the road sign that is usually placed close to bumps to warn against them. The sign was placed after the bump and displayed a message wich urges women to have their breasts checked. The sign was places after the bump next to the hospitals private road. The mesaage targeted women as they were heading to the hospitals reminiding them of the importance and urgency of having their breasts checked.
The results the number increased from 60 to 200 woman per month who had their breasts checked.