Idea:
As the second Mother’s Day project for Babyshop, we created a conversation around the gift of mom, by reminding mothers on how important it is to check themselves regularly for the sake of their children.
While a Mother’s Day film launched the campaign, we created a new icon by adding a subtle twist to the iconic breast cancer ribbon that reiterated the gift of mom.
This design then became the centre piece of the campaign. It featured on tags in-store that directed mothers to the fitting rooms where they could carry out a quick self check. We prompted further action by giving them free rides through partnership with e-hailing companies, and free consultations through tie-ups with Aster clinics.