In the Arab Culture, talking about breast cancer is taboo. Unfortunately, 44% of cases in the UAE are breast cancer and 90% are curable if detected early. Medcare wanted to reach out to these women while still remaining discreet.
Pebbles with a message were left in shoes of women who went to mosques. When they returned from the prayers, they noticed a lump in their shoe.
Pebbles with a message were left in shoes of women who went to mosques. When they returned from the prayers, they noticed a lump in their shoe.
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