GE

Avatar for Action

Voltar

Many women in KSA are burdened by misinformation and fear when it comes to breast cancer. We needed women to overcome these barriers, sign up for the first mobile screening drive and spread the world. So we tapped into the always popular design-you-own-avatar habit in Saudi and gave women a non-threatening way to activate change – by designing an avatar, creating a message, and sharing it. Next, we took this peer support to the ground with the first-ever countrywide parade of its kind both online (on popular sites) and in real-time at the screening drive launch event.