Al Jalila Foundation
It's 'All For The Breast' Campaign
Client
Al Jalila Foundation
Agency
Impact BBDO
Creative Direction
Taraka 'TK' Tennakoon
Collaborators
Rosemary Fernandes - Copywriter, Kusal Udhara - Designer, Lora Charmaine - Strategy
Creating an open dialogue about breast cancer and healthy eating.
‘In The Pink’ is a recipe book with a difference. Curated by Jenny Waite and a host of reputed chefs, its aim is to promote a healthy lifestyle for breast cancer patients and survivors.
In a space where most talk about the importance of early detection, no one talks about the significance of healthy, nutritious food as a key means of prevention.
Our 'Pinktober' campaign ‘#AllForTheBreast’ promoted ‘In The Pink’ cookbook, starting with a bespoke redesign of the cover, making an e-book version available for download and cheeky social promotion pairing foodie visuals and breast puns.
‘#AllForTheBreast’ aimed to provoke a more frank, open discussion of breast cancer in a region where the word ‘breast’ is banned from use, and calls for a more holistic approach to living life.
Impact
Digital & Social Coverage
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Our campaign was covered by leading influencers and publishers in the Middle East, including Arabian Harper's Bazaar.
