The Burjuman Safe and Sound campaign is one of the longest running charity events in Dubai. In 2015, Burjuman decided to change tactics – instead of hosting their annual walkathon, the shopping centre decided to create an app where users could track physical activity and make a corresponding donation to Brest Friends, a charity that helps women who have had breast cancer pay for their treatment.
In order to launch the app and the campaign, we planned a strong PR campaign to get maximum coverage and exposure. We produced a short TVC using real life breast cancer survivors from the Dubai-based support group Brest Friends, and screened this at a press briefing in September at VOX Cinema Burjuman. To continue the campaign, press interviews and features were published across print, broadcast and digital media and within the blogging community, which helped to maintain a high media profile for the overall campaign.