First Mother's Day

Indian Cancer Society is one of India's leading non-profit organizations, founded in 1951 with the core objective of creating awareness and providing high-quality, low-cost solutions for cancer patients around the country.

With the core belief that prevention through awareness and understanding is the best way to fight cancer; ICS approached Sirez for a digital campaign to promote timely breast cancer screening.

Idea & Execution

India as a country is still hesitant about touching sensitive topics and tend to avoid medical examinations due to humiliation and the taboo associated with medical conditions like Cancer.

Sirez came up with 'First Mother's Day', a digital campaign to target the liberal youth of the country by getting them to gift breast cancer screening to their mother's on Mother's Day.

The campaign consisted of interviews with kids who lost their mothers to breast cancer and were observing their first Mother's Day without their Mothers. The videos were disseminated on Social Media reaching out to more than 300,000 people and more than 10,000 people joining the cause on Facebook. Videos were accompanied by a series of infographics explaining the seriousness of the issue.

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