Creative: Mon Benitez

Agency: Leo Burnett Dubai

Communication Objectives

• Drive mass awareness of the event and establish P&G as an active contributor to the fight against breast cancer.

• Communicate a powerful call to action
encouraging shoppers to buy P&G brands.

Using the supermarket style ‘hard sell’ in a more emotional manner, we’re spreading a message of hope and support around the store.

By encouraging people to choose P&G products and contribute towards the fight against the disease, we are also encouraging them to buy those suffering from breast cancer, a little more courage and hope.