Emirates NBD: #GetChecked

The month of October is well known for being Breast Cancer awareness month, however simply being aware is not enough. In a region where talking about cancer and illness in general can be taboo, Emirates NBD, one of the leading banks in the Middle East, are really passionate about the cause. They challenged gyro to come up with a unique campaign; not to shock or scare people, but to encourage women to have a breast exam.

Our approach was to highlight how getting a breast cancer screening is much simpler than you think. We launched the campaign #GetChecked using lighthearted humor to compare daily tasks to the time it takes to have a breast cancer exam. On average the screening takes only 20 minutes to complete. And if detected early, breast cancer has a 98% survival rate! Our campaign encouraged women to get checked now, it’s easier than you think. Even better, bring a friend so you can both get checked together.