TV ad: Babyshop: The Gift of Mom

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In the Middle East, more than 70% of mothers do not screen themselves for breast cancer, and 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, on Mother’s Day this year, in line with the region’s focus of creating world-class healthcare, Babyshop, a children’s retailer in the Middle East, didn’t do a typical Mother’s Day campaign of thanking or celebrating mothers; the likes of which are prevalent in the region. Instead, Babyshop asked all mothers to make Mother’s Day the day they pledge to screen themselves regularly for breast cancer.

Creating a new occasion, Babyshop made Mother’s Day an occasion for women to check themselves for breast cancer awareness. The brand has launched many acts under this initiative. For instance, Babyshop has tied up with medical centres such as Aster to offer complimentary screening to all women. And Babyshop has also partnered with e-hailing companies such as Uber, to offer complimentary rides to the medical centres.