Cervical cancer is caused by HPV infection and is preventable through screening and vaccination. The document proposes a campaign to increase awareness of cervical cancer prevention among women and their male partners/families in Middle Eastern cultures. It recommends empowering and emotionally-driven messaging to address cultural sensitivities, focusing on the relationship between women and their partners or families to encourage screening and vaccination. The campaign's key idea is to appeal to men by positioning them as protectors of women's health and futures.

1. All what is
avoidable,
But not ignorable?
an exclusive Zulekha Healthcare Group presentationan exclusive Zulekha Healthcare Group presentation

2. Cervical cancer is
avoidable
(definitely not ignorable)

3. StatsStats**
Cervical cancer is cancer of theCervical cancer is cancer of the
cervix. Thecervix isthepart of thecervix. Thecervix isthepart of the
female reproductive system thatfemale reproductive system that
connects the uterus (womb) to theconnects the uterus (womb) to the
vagina.vagina.
More than 99% of cervical cancerMore than 99% of cervical cancer
cases are caused by Humancases are caused by Human
Papillomavirus(HPV).Papillomavirus(HPV).
There are more than 15 types ofThere are more than 15 types of
Human Papillomavirus (HPV)Human Papillomavirus (HPV)
responsible for cervical cancer.8responsible for cervical cancer.8
out of 10 women will be infectedout of 10 women will be infected
with HPV during their lifetime.with HPV during their lifetime.
The infection is most common inThe infection is most common in
women under the age of 25 years.women under the age of 25 years.
Most women do not have anyMost women do not have any
symptoms of HPV infectionsymptoms of HPV infection
because their immune systemsbecause their immune systems
suppressit.suppressit.
Sometimes HPV infection causeSometimes HPV infection cause
changes in the cells of the cervix,changes in the cells of the cervix,
which develop into cervicalwhich develop into cervical
cancer.cancer.
Regular cervical screening detectsRegular cervical screening detects
precancerous cells many yearsprecancerous cells many years
before they develop into cancerbefore they develop into cancer
cells.cells.
More than 92%of cervical cancerMore than 92%of cervical cancer
cases diagnosed at an early stagecases diagnosed at an early stage
arecured.arecured.
United Arab Emirates
• On average, 50-55 women are diagnosed with
cervical cancer each year
• Cervical cancer is the second most common
cancer in women
• About half of all cases of cervical cancer occur
in women between 35-55 years of age
• 70% of cervical cancer cases are diagnosed at a
late stage and are therefore not curable
• There is an urgent need to increase rates of
cervical cancer prevention and early detection
• HPV vaccination reduces the chance of cervical
cancer by 70%. The Health Authority –
recommends
• HPV vaccination for females, from the age of 15
years, once in a lifetime
• Pap smear screening for women, from the age
of 25 years, once every 3-5 years according to
age group

4. Thebest way to win it, istoThebest way to win it, isto preventprevent
itit!”!”
““
an exclusive Zulekha Healthcare Group presentationan exclusive Zulekha Healthcare Group presentation

5. a simple 2 stepa simple 2 step
prevention
process

6. Step 1Step 1
Knowledge,
Awareness,Awareness,
communicating

7. a simple testa simple test
& a vaccine& a vaccine
Step 2Step 2

8. impedimentimpediment
But theBut the
AWARENESSAWARENESS
!!
Not the CANCERitself Not even the PREVENTIVE

9. Unlikebreast cancer that hasover
agood number of years
managed to entrenchentrench
as‘cautionas‘caution’’ in the
mindsof consumers&
influencers; cervicalcervical
cancer still hasacancer still hasa
courseto take.courseto take.A
journey with not just
quantifiablebut
culturalcultural
obstaclesobstacles, CC isa
concept yet quiteunfamiliar
to most people.
““Key Insight”Key Insight”““Key Insight”Key Insight”Consumer BehaviorConsumer Behavior
Why? When? & how are
not just questions that go
disregarded, but in most
cases are
deliberately
ignored considering a
taboo attached. In most of
the ME, as in sub-continent
this is a rather in-
conversable subject
considering societal norms
& a severe conservative
streak to some.
Women accompanied
by men, their families
and even grouped
together usually
refrain from any such
acknowledgement,
considering that the
reasons (to the cause)
though purely natural
and a health alarm
are usually taken in
different connotation
once the word ‘sex’ /
women adult-hood is
attached to it.
HHouseholdousehold©©
Arabs & AsianArabs & Asian

10. There-fore it is
not about how
& how far do
you reach with
this alarm, it is
what you saywhat you say
and how youand how you
say it makes allsay it makes all
the difference.the difference.
Some of such
drives, should
not be only
designed to
address women,
but should also
focus on thefocus on the
influencersinfluencers
(their husbands)
in order to
make it a
family (/
couple’s)
concern.
Cervical cancer
poses a peril to
women only at
the time / age
of being sexual
active. CC is (&
can be) as fatal
as any other
form of cancer,
but comes with
good news;
cervical cancer
is preventable /
as is curable.
The challenge
here is not the
vaccines off-take
or the price tag
attached to it,
the challenge is
to reach out &
speak to the
right audience
with the right
approach.
ConsumerBehaviorConsumerBehavior
KeyKey©©
InsightsInsights

11. ConverseConverse

12. Communication platformCommunication platform©©
can be delivered on a medic
terminology, stats, fright or
mere caution; which leads to
disengagement & refrain.
can be delivered on a medic
terminology, stats, fright or
mere caution; which leads to
disengagement & refrain.
FunctionalMedic
can be delivering on plain
consumer insight, life, values,
HOPE.
can be delivering on plain
consumer insight, life, values,
HOPE.
EmotiveEmotiveInsight

13. [rather cant& shouldn’t]
Dos & don'ts

14. [rather cant & shouldn’t]
Dos & don'ts

15. Campaign Directives
Assured
• Empowering
• Driven directly by
consumer
Content
• Confident
• A sign of relief
• A gender driven
communication
Content
• Confident
• A sign of relief
• A gender driven
communication
Connect
• Engage a partner ,
couple, or a
household
• Drive the influencer
• Touch the consumer
& Influencer
PPlatformlatform©©
EffectiveEffective

16. Primary
Audience
Actual consumerActual consumer
[mostly; married /[mostly; married /
in a relationship.in a relationship.
Statistical skew:Statistical skew:
aged 22/23 – 25aged 22/23 – 25
onwards]onwards]
SecondaryAudienceSecondaryAudience
Communication
intended
audience
Influencers; a husband,
partner, household concern, a
couple, a parent to a child or
vice versa

17. [insight:
women make
sacrifices to
bring about a
family, a
relationship,
a bond]
[for her (own)
self, she’d
always look
up to her
man]
Take t he
invert ed f light
Talk t o t he
“man”
[Husband]
Draw a dare
connect on t he
bonding vows
The underlyingThe underlying
human-truthhuman-truth

18. ThecampaignBigidea®ThecampaignBigidea®

19. Your wor ld r evolvesYour wor ld r evolves
ar ound t his one per son;ar ound t his one per son;
who makes you, yourwho makes you, your
gener at ions & yourgener at ions & your
home! She deser veshome! She deser ves
your love & pr ot ect ion;your love & pr ot ect ion;
CervicalCervical
Cancer isCancer is
AvoidableAvoidable
Take a simple t est andTake a simple t est and
get her vaccinat edget her vaccinat ed
t odayt oday
Always
I’ll be your man!I’ll be your man!

20. Your wor ld r evolvesYour wor ld r evolves
ar ound t his one per son;ar ound t his one per son;
who makes you, yourwho makes you, your
gener at ions & yourgener at ions & your
home! She deser veshome! She deser ves
your love & pr ot ect ion;your love & pr ot ect ion;
CervicalCervical
Cancer isCancer is
AvoidableAvoidable
Take a simple t est andTake a simple t est and
get her vaccinat edget her vaccinat ed
t odayt oday
NowNow & Forever& Forever
I’ll be your man!I’ll be your man!

21. Your wor ld r evolvesYour wor ld r evolves
ar ound t his one per son;ar ound t his one per son;
who makes you, yourwho makes you, your
gener at ions & yourgener at ions & your
home! She deser veshome! She deser ves
your love & pr ot ect ion;your love & pr ot ect ion;
CervicalCervical
Cancer isCancer is
AvoidableAvoidable
Take a simple t est andTake a simple t est and
get her vaccinat edget her vaccinat ed
t odayt oday
Always
I’ll be your man!I’ll be your man!

22. Considering the cause and similarity of
the vision,
in line with the prior /
on-going initiatives the “cause”
engagement is instantaneous
Delivering through the institutional brand
or with a closer to drive brand [always],
the element of RTB works brilliantly.
Endorsed by The trusted brand in
healthcare, can take this campaign
ballistic.
Considering the cause and similarity of
the vision,
in line with the prior /
on-going initiatives the “cause”
engagement is instantaneous
Delivering through the institutional brand
or with a closer to drive brand [always],
the element of RTB works brilliantly.
Endorsed by The trusted brand in
healthcare, can take this campaign
ballistic.
(reference video(reference video
presentation)presentation)
DeliverablesDeliverables
BrandBrand
ConnectConnect™™
Communication Platform
““
Captivating radioCaptivating radio
commercialscommercials
SMS – IVR, SocialSMS – IVR, Social
MediaMedia
Directive print adsDirective print ads
and press releasesand press releases
OOH activationsOOH activations
at family hangout,at family hangout,
caféscafés
Delivering a 360Delivering a 360
degree consumerdegree consumer
experience at ZHexperience at ZH
Direct MailersDirect Mailers
Corporate Visit toCorporate Visit to
male & femalemale & female
setupssetups
TV ContentTV Content
integrationsintegrations

25. This is phase one to the
eradication of risk, the
stance is to educate &
deliver. Phase 2 activates
once the message gets
through; for phase two we
communicate at a / for a
basic level (15 years
onwards)
This is phase one to the
eradication of risk, the
stance is to educate &
deliver. Phase 2 activates
once the message gets
through; for phase two we
communicate at a / for a
basic level (15 years
onwards)
Disclaimer*
an exclusive Zulekha Healthcare Group presentation.an exclusive Zulekha Healthcare Group presentation.
BrandStrategy&Planning,ZulekhaHealthcareGroup,allrightsreserved®.