1 out of 8 women has breast cancer. Yet, more cases could be detected early if more women are self-checked. Because we know how hard it can be to talk about breasts or cancer, traditional Lebanese baker Um Ali helps us demonstrate how to self-check in total respect of our culture and intimacy: kneading and pressing dough.

Award: Cannes Lions 2021 PR Grand Prix, Cannes Lions International Festival of Creativity

Credits
Advertising Agency: McCann Health, McCann Paris
Production Company: Satellite my love / Paris, Octopus, Craft
Client: Spinneys Supermarkets, Lebanese Breast Cancer Foundation
Tags: American University of Beirut Medical Centre, British Islamic Medical Association, Weber Shandwick, World Cancer Day, Breast Cancer

Procure is a Quebec charitable organization dedicated to prostate cancer. Its mission is to educate, support, spread awareness, and fund research.

Prostate cancer represents 20% of cancer that men suffer from, so it wanted a way to encourage them to give to a cause that directly affects them.

In an effort to diversify the sources of donations, Procure and Rethink decided to create an innovative donation method specifically designed for men that both raise awareness and funds.

Another interesting fact is that 80% of men keep their wallet in their back pockets. This statistic inspired the agency to create an object that would facilitate the donation process for men, creating the first connected chair that could raise funds by simply sitting down.

Rethink designed an iconic and recognizable object that would be associated with Procure and would make it fun to donate. It made it blue, the organization’s color, and chose a very simple chair design to make it easy to transport and place anywhere.

The chair was then fixed on a plate of the same color, listing the 3 easy steps to donate. The chair’s seat has an integrated NFC contactless payment system that can automatically collect a small donation every time someone sits on it.

Credits
Advertising Agency: Rethink, Canada
Tags: World Cancer Day, Give a sit, Procure, Prostate Cancer, NFC, contactless payment, Near-field communication, Innovative Campaigns, Donation Campaign, Experiential, Public Interest

Mumbai, 7th February 2017: Fruitbowl Digital recently carried out a social media campaign on World Cancer Day, 4th February 2017 for its clientele to spread awareness about children affected by cancer. Going beyond the pink campaign, the Mumbai-based digital marketing agency in partnership with Cuddles foundation, India’s only NGO providing holistic nutritional counseling, intervention and care to underprivileged children afflicted with cancer, took the initiative to do something special on this vital day. To support the cancer survivors and patients and boost their morale, the agency published artworks curated by cancer patients on the social media pages for brands like Mumbai Metro, TATA Nx, Jain Farm Fresh, and Ada Chikan.

World Cancer Day Marked The Beginning of Project #FruitPrints

Speaking about this initiative, Fruitbowl Digital’s Co-founder, Faisal Amin said, “Keeping World Cancer Day in mind we are trying to spread awareness among the people through this initiative in hopes of uniting people all over the world in the fight against cancer. We are more than delighted to provide a platform where the cancer children can showcase their artistic side. The list of clients we can convince to do the right thing is growing every day and there is much more in store.”

The brands Mumbai Metro, TATA Nx, Jain Farm Fresh and Ada Chikan readily agreed to the initiative to post the creatives made by children on their social media platforms. World Cancer Day was celebrated pleasantly by this small initiative taken by the agency.

“Our children are brave little warriors and our inspiration. And what makes our work easier are our well wishers who support us and help spread awareness about the importance of nutrition during cancer treatment. In the hospital, the one thing that keeps our children occupied is art. Art is therapeutic and it generates a sense of calmness. When we were approached by Fruitbowl Digital, we were happy to share with them some of the artwork of our children; paintings and greeting cards made by the kids in the hospital on various occasions.”, said Purnota Dutta Bahl, Founder & CEO, Cuddles Foundation.

Dr. Rama Sivaram, a member of the Nag foundation, and a survivor of the deadly disease, also contributed towards the initiative with her own paintings. The world could use more people like the ones at Fruitbowl Digital, Cuddles Foundation & Nag Foundation, don’t you think? Faith in humanity restored.

Project #FruitPrints is a digital CSR initiative undertaken by Fruitbowl Digital where the agency strives to address various important social issues over time and create adequate awareness. As a part of the initiative, the agency plans to leave a footprint by being more responsible towards the communities in which they exist. The cancer day activity provided depth and soul to the content strategy of its partnered brands.

About FruitBowl Digital: In 2010, FruitBowl was co-founded by Faisal Amin and Dedeepya Reddy. The company is a creative digital marketing agency of the freshest minds brought together to conjure the most creative effective solutions to all the brand challenges. FruitBowl has successfully served more than 300 accounts which include national giants like Reliance Energy, Mumbai Metro, Adamantino, Hilton, TATA, Vadilal, Zodiac, BMW, Saint Gobain, Sansui, and more.
FruitBowl has also won numerous prestigious awards; Gold place for the best digital marketing campaign for CSR category at the Asian consumer engagement forum. Today, FruitBowl is a formidable name in the industry with a strong physical presence in three countries; India, USA and France, 300+ marquee happy clients and award winning campaigns.