Mother’s Day in the Middle East is celebrated on March 21. With mothers as its primary buyers, starting March 21, Babyshop, a leading children’s retailer in the Middle East, has launched a purposeful initiative in the region.

In the Middle East, more than 70% of mothers do not screen themselves for breast cancer, and a majority of them would rather not know they have breast cancer (and face the dangers of delayed detection) than know they have the disease and go through the treatment. Fear of losing their hair or not looking beautiful because of the side effects of the treatments, scares women and ignorance becomes temporary bliss. But, with 1 in 8 women at risk of being diagnosed with breast cancer, the disease does impact many women, mothers and families in the region.

With early detection helping with over 90% survival rates, getting checked early is key. So, on Mother’s Day this year, in line with the region’s focus of creating world-class healthcare, Babyshop is not doing a typical Mother’s Day campaign of thanking or celebrating mothers; the likes of which are prevalent in the region. Instead, Babyshop is asking all mothers to make Mother’s Day the day they pledge to screen themselves regularly for breast cancer.

Creating a new occasion, Babyshop is making Mother’s Day an occasion for women to check themselves for breast cancer awareness. And mother’s Day is only the start. The brand is launching many acts under this initiative.

For instance, Babyshop has tied up with medical centres such as Aster to offer complimentary screening to all women. And Babyshop has also partnered with ehailing companies such as Uber, to offer complimentary rides to the medical centres.

Radio programs are covering the idea and encouraging women to get themselves checked with famous influencers such as Kris Fade recording the topic this morning. Regional influencers who have a credible voice have signed on to the initiative organically.

In-store, Babyshop is bringing the need for mothers to check themselves to life via clothes hangars and shopping aisles. Babyshop stores will be converting fitting rooms into screening rooms. The film and its message will also be highlighted across in-store screens.

School activations will collect messages for mothers. In leading cinemas, there will be acts to reminds mothers to screens themselves. Dubai One and other leading TV channels will be broadcasting the film and having conversations around the topic on Mother’s Day and over the next 2 weeks.



Agency: FP7 McCann Dubai

Production House: Dejavu

Executive Producer: Manasvi Gosalia

Director: Tahaab Rais

DOP: Bobby Dhillon

Editor: Neelay Shah

First AD: Zeus Merhi

Producer: Kavya Iyer

Post Producer: Mary Bou Akl

Grading: Karim Mira

Creative Director: Tahaab Rais

Copywriter, Art Director: Tahaab Rais

General Manager – Business Unit: Nima Askari

Senior Account Director: Vicky Kriplani

Regional Head of Strategy: Tahaab Rais

Account Manager: Marine Deneufbourg

Executive Creative Director: Olly Robinson

Art Direction: Selen Caliskan Batur

Make-up: Merve Bayazit Cangokce

Sound Studio: Mango Jam

Production: Amiya Nagpal

Casting Agency: MMG