Friends of Cancer Patients - Direct Mailer (Stress ball)
Finding a lump in your breast is an unnerving experience. We wanted to simulate this feeling through our communication. So we sent out a direct mailer in the form of a light pink stress ball with a small stone embeded inside. When squeezed, one feels a distinct lump, and the message on the ball provokes a response. The leaflet inside the box allowed women to perform a self-breast-check in 4 easy steps.
5000 stress balls were sent to women across the UAE. In less than 2 weeks, 2330 women called up FOCP seeking more information on hospitals that performed mammograms, MRI scans, Ultrasound and other tests.
