Cancer detection, LAU opts for an awkward angle.

I am all for good causes. This one leaves me a little confused. But perhaps maybe I am not the target audience hence me not being sensitive to a certain angle here. "Dare to do an early (breast) scan, dare to believe in your femininity, breast cancer". I am not sure why this angle specifically was chosen. But once more, I am not the target so perhaps I have no idea how women think about breast scan, and how much this makes them feel un-feminine. If this is the case, good on them. Because then it would make sense to the women not wanting (or daring) to do the scan. Otherwise, I found it strange.

Blanchor - breast cancer awareness for the photoshop savvy

You have met Blanchor previously on this blog here, here and here and now they're back for another round with this breast cancer awareness. What's with everyone and their mother using photoshop (except me and my mother!) the ad has a small hint of tech-savviness: Not everything can be erased (wink!). And yes, what do you know the Photoshop screen tools are to the right. So get "screened" (double-entendre) as it appears in the ad. A good one at a time when interesting ads are far and in between.

Mohamad Kaaki goes bez-ness as usual for breast cancer awareness

Well, I admit I have not seen it before. I mean there were always (to quote Paul Simon) "hints and allegations" the closest of which was AUBMC (here), but Mohamad Kaaki (here) goes all out - as in all out calling a spade a spade, and a nipple a nipple (here). You might remember Mohamad from this post here. Now Mr. Kaaki goes on to do some interesting copy, such as "for your son to grow up next to you, take care of your nipple" (it rhymes in Arabic mind you), "take care of your nipple", "your nipple is a source of inspiration, taking care of it is an obligation", "the nipple is for the gentry, and more important than bread" (this is a riff on the proverb "rice is for the gentry and crushed wheat hung itself" - but Kaaki's take is not top notch truth be told), "take care of your nipple, for you to remain alive" (again, in Arabic it sort of works). 

Well, the shock value is of course - saying the word nipple rather than working around it. For this alone Kaaki's take is interesting. And if this is not enough, Kaaki has a hashtag to accompany all this which instead of saying "campaign" switches it to another word for nipple (in this case "hamla" to "halma"). So the tag becomes #nipple_breast_cancer - a lot to unpack but heck, Kaaki went all the way with this.

And if he got our attention, what more do we want from an ad?

Uterine cancer awareness campaign

Now this is a new one. Not breast cancer (which takes away all the spotlight, and here I remember the remarkable "I wish I had breast cancer" campaign - here) but rather uterine campaign. The whole thing is backed by a great copy "to doubt is to have peace of mind" - because the whole idea is that if you doubt you have it, talk to your doctor and see if it is true.

Mind you, this is but one of two campaigns - and shy campaigns at that - which graced our OOH networks in all of February, not usually known as a slow month (usually, January takes the mantle in being slow). But again, the ad works, but I wish the Uterine cancer thingy was more prominent in the ad despite the very good leading copy.