Move aside pink ribbons and innuendo-laden adverts. FP7 Beirut – in partnership with MTV Lebanon – has launched a breast cancer awareness initiative that aims to show the very real effects of cancer through one of the most prominent side effects of its treatment: going bald. Centered around the statement, “I’m going bald, so you don’t have to”, the campaign urges people to go bald for their loved ones. Initiated by Francoise Freifer, the activity has now picked up through MTV’s support and has begun to spread on social media.
Launched this October, the activity is supposed to continue through the coming months and other activations including pop-up barber shops and partnerships with salons and healthcare centers
The original video has been shared, commented, and discussed on the web in Lebanon. MTV and other media outlets and bloggers, such as Nawasem, Lebanon Debate, Al Joum Houria, and LBCI Lebanon have also covered the campaign. FP7 is tracking an increase in check-ups among the breast cancer centers contacted in Lebanon to gauge the impact of the activity.
There were two driving ideas behind the activity:
- Most women die of breast because of the lack of early detection and self-check the neglect coupled with the fear of not knowing, allowing the cancer to spread unchecked and ultimately, the cancer gets so aggressive that it gets too late to recover. Early detection is the best cure for breast cancer.
- Most other campaigns talking about early detection, consist of scare tactics, emotional videos or standard awareness education, that seldom work, as women have developed ad apathy towards such ideas, explains the agency.