A powerful nationwide awareness campaign was launched in major malls across the Kingdom and on the brand’s online platforms to encourage women to undergo screening test and raise their survival rates.
The in-mall campaign featured dynamic indoor LED screen displays and floor graphics in key traffic locations as well as digital outdoor ads that caught the eye of a huge number of female shoppers and passengers.
The campaign highlighted a compelling motto (#RaytekWardiah) and a flowing pink ribbon representing women’s heroic nature to prompt the women to prioritize their wellbeing.
Simultaneously, an integrated campaign ran on Fam’s online platforms urging women to conduct the necessary tests of early detection. Part of the campaign was a landing page facilitating the screening process and awarding subscribers a chance to win a one-year supply of Fam products as an incentive.
As an attempt to spread the lifesaving message even more, Fam also posted on its social media pages short video testimonials of women survivors sharing their experience of coping with the disease and winning the challenge. As a result, the initiative significantly increased the reach and engagement during Pink Month.
Fam’s yearly partnership with Zahra aligns with its motto, “Fam cares” and embodies its relentless commitment to promoting their well-being at every level and FAM’s commitment to the Sustainable Development goals SDG3, SDG17.