AGENCY
Samar Abdelmalek, Senior Account Manager
Dany Azzi, Creative Director
Khalid Zahran , Digital Art Director
Ounsy Nassar, Senior Art Director
Carl Bou Abdallah, trategy Manager
Jad Abdulkader, Head of Digital
Nouran Alsahhaf, Account Manager
Claude Abboud, General Manager
Mohammed Naseer Khan, Graphic Designer
Magna Global
Chadi Harb, Media Planner
WEBER SHANDWICK KSA
SUMMARY
We did a deep dive into the mindset of Saudi men and uncovered an interesting truth: Saudi men avoid prostate cancer screening because it is seen as invasive, plus showing any signs of illness is not something Masculine in a male dominated society, where masculinity is all about being tough and unbreakable. So, we used this insight to make fun of these perceptions and to remind men that masculinity is not only being responsible for others, but more importantly for one’s health, leading to 120% increase in prostate cancer screening.
