Powerful message delivery on the importance of early detection of breast cancer, through the touch and feel of a real lump, won Impact Plus a silver Lion in the media category for the ‘best use of magazines’ at the Cannes Lions 2009 held in Cannes, France.
The ad for Dubai Healthcare City, entitled “Lump” ran in December 2008 in OK ME magazine. Based on the simple idea of placing a magnet inside the magazine to create a lump aimed to create intrigue amongst readers who then flipped through the pages to find the source. The lump took them straight to the advertisement, reinforcing the message that early detection saves lives.
Dany Karam, Impact Plus General Manager expressed his delight: “Creating engagement in this medium is notoriously difficult. This ad cuts through the clutter and gets the message across in a direct, clear and concise manner: early detection is critical in the fight against breast cancer. A simple concept with a powerful effect, we are thrilled to win this prestigious award, and credit goes to our veritable pool of agile minds that truly reflect our agency moto, ‘creative agility’.”
“With shocking statistics showing that some 70% of all breast cancer cases in the region pass undetected until its too late, “Lump” strikes at the heart of the public awareness campaign to emphasis the importance of early detection. Since the ad ran last December there has been an increase in the number of enquiries received by the Dubai Healthcare City call centre with regard to breast cancer”, added Dany.
An agency of the Impact BBDO Group, Impact Plus has already won its fair share of plaudits in its short history. Earlier in 2009, the “Lump” ad was shortlisted in both the ‘Best use of media’and ‘Product & Service Fundraising, Charities, Appeals, Non-Profit Organisations’ categories at the Dubai Lynx. The “Lump” ad also suceeded in making an impact at the New York Festivals jury,securing a place as a finalist in the print category.