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Billboard of week: WCI’s bold campaign

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Billboard of week: WCI’s bold campaign

Considering October is traditionally breast cancer awareness month, Women’s Cancer Initiative (WCI) unveiled an outdoor campaign to give a leg up to the cause.

Hoardings have been put up at various key locations in South Mumbai near Jaslok Hospital, opposite Cadbury House at Mahalaxmi and at Chowpatty. They show celebrity Mandira Bedi holding a bra and urging women to become aware of breast cancer.

The creatives of the campaign are designed by Lowe Lintas, whereas it is executed by Enkon Advertising.

The campaign was also supported by various activities that gave push to the cause; for instance, the Bandra Worli Sea Link (BWSL) was illuminated in pink recently. Earlier this week, Jaslok Hospital on Peddar Road also took on a pink hue.

Interestingly, Thane Municipal Corporation has denied permission to put up the hoardings of this campaign in Thane claiming that the visuals on the hoarding are socially improper.

Team exchange4media unanimously picks WCI’s social initiative as the outdoor campaign of the week. Here is why we think it is an impressive outdoor advertising concept...

The billboard that caught our attention this week is...
Women’s Cancer Initiative (WCI) campaign for breast cancer awareness.

We spotted it...
Outside Bandra station.

It stayed with us because...
A social cause of this nature is sensitive and hence, needs to be taken with utmost care, which WCI’s campaign succeeds in doing. We give thumbs up to the campaign for its simple concept, excellent execution and perfect location display.


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