Speaking about cancer isn’t easy. Speaking about breast cancer isn’t easy. And speaking about breast cancer in the United Arab Emirates certainly isn’t easy. This is where advertising agency JWT Dubai’s campaign for client Pink Caravan comes in: ‘Feel for the Signs’. 50 pink taxis, driven by and reserved for women, were fitted with an artificial lump attached to the seatbelt, so that it would sit exactly on the chest of the female passenger. Feel the lump and read the message: “Breast cancer isn't always that easy to find." The creatives even took this a step further and fitted a few taxis with speaking lumps. But see for yourself, as they filmed some footage in the taxis too of course. GoSee presents the showcase here for you.
About - Pink Caravan is the first of its kind; it’s part of Friends Of Cancer Patients national cancer campaign across the UAE. Our vision for Pink Caravan is to become a vehicle for change by engaging all breast cancer related NGO’s to join together and unify UAE awareness efforts. Pink Caravan strives to provide throughout this campaign the latest state of the art early screening technology to be accessible for all women in the UAE. Pink Caravan is an ongoing three year campaign, not restricted to a particular month of the year, working on providing a series of programs to spread awareness through education and screening with a strong focus on the remote regions within the UAE to activate change in our community. Pink Caravan ambition is to raise 15 Million Dhs to continue our outreach to the UAE people by providing them with technically advanced methods in screening for breast cancer and support networks. pinkcaravan.ae