Connect with us

Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

Babyshop turns Mother’s Day into a purposeful initiative


Babyshop turns Mother’s Day into a purposeful initiative

  • In the Middle East, more than 70% of mothers do not screen themselves for breast cancer.
  • A majority of them would rather not know they have breast cancer (and face the dangers of delayed detection) than know they have the disease and go through the treatment.
  • Fear of losing their hair or not looking beautiful because of the side effects of the treatments scares women and ignorance becomes temporary bliss.
  • But, with 1 in 8 women at risk of being diagnosed with breast cancer, the disease does impact many women, mothers and families in the region.
  • With early detection helping with over 90% survival rates, getting checked early is key.

So, this Mother’s Day, instead of thanking or celebrating moms, Babyshop is asking moms to celebrate themselves in an atypical campaign that asks them to pledge regular screening for breast cancer.

Titled “The Gift of Mom,” the initiative is being launched with a film on YouTube and Facebook. In addition to the film, the brand has tied up with medical centers such as Aster to offer complimentary screening to all women and partnered with companies such as Uber to offer complimentary rides to the medical centers.

Radio programs are covering the idea and encouraging women to get themselves checked with famous influencers such as Kris Fade recording and talking about the topic.

In-store, Babyshop is bringing the need for mothers to check themselves to life via clothes hangars and shopping aisles. Babyshop stores will be converting fitting rooms into screening rooms. The film and its message will also be highlighted across in-store screens.

School activations will collect messages for mothers. In leading cinemas, there will be acts to reminds mothers to screens themselves. Dubai One and other leading TV channels will be broadcasting the film and having conversations around the topic on Mother’s Day and over the next two weeks. 


Agency: FP7 McCann Dubai

Production House: Dejavu

Executive Producer: Manasvi Gosalia

Director: Tahaab Rais

DOP: Bobby Dhillon

Editor: Neelay Shah

First AD: Zeus Merhi

Producer: Kavya Iyer

Post Producer: Mary Bou Akl

Grading: Karim Mira

Creative Director: Tahaab Rais

Copywriter: Tahaab Rais

Art Director: Tahaab Rais

General Manager – Business Unit: Nima Askari

Senior Account Director: Vicky Kriplani

Regional Head of Strategy: Tahaab Rais

Account Manager: Marine Deneufbourg

Executive Creative Director: Olly Robinson

Art Direction: Selen Caliskan Batur

Make-up: Merve Bayazit Cangokce

Sound Studio: Mango Jam

Production: Amiya Nagpal

Casting Agency: MMG

Click to comment

Leave a comment

More in Campaigns

To Top

Communicate Online is your trusted resource of Marketing & Advertising news in the Middle East.

By signing up, you will receive a weekly update of global and regional digital trends, agency news and market reports right in your inbox.