Among Lebanese women, 41% of all cancers are of the breast.
Research showed that less privileged and educated women, from remote regions, benefited least from mammography and early detection. It also showed that their men made the decisions, even about health, for wives, sisters and mothers.
Roche Lebanon, with the Breast Cancer National Committee, turned to Memac Ogilvy PR. Their solution? Get men to step up: “The woman who cares for you reminds you of everything. Remind her of the mammography.”
Memac reached out to opinion leaders in TV, print, radio, online and Social media, and partnered with the Minister of Public Health. A TV spot took the message to men with light humour.
In a year, mammography rates in Lebanon increased by a staggering 32%.