Dubai Healthcare City recently placed magnets in a popular woman’s magazine to get women thinking about early detection of breast cancer related lumps. In the Middle East breast cancer is among the most taboo subjects. As a result nearly 70 percent of cases go undetected until it’s too late. The small magnet was placed under the cover of the magazine, enticing readers to flip through the pages to discover the cause of the lump. The magnet reminded them that early detection saves lives. Dubai Healthcare City received a significant increase in the number of calls regarding breast cancer after the release of the advertisement. The campaign won a Silver Design Lion at Cannes International Advertising Festival 2009.
The Magnet Lump campaign was developed at Impact Plus (BBDO) and OMD Dubai, United Arab Emirates, by creative director Paul Fayad, copywriter Leslie Mendonca, art director Breda Plavec, account director Chantal King, creative group head Tarek Eletrebi, and designer Sajid Aboobaker.