SBI Life Insurance ad urges women to talk about breast cancer sans fear: Sahil Siddiqui

Sahil Siddiqui, AVP- Creative Strategy, WATConsult speaks about the ideation and the goal of the social awareness ad campaign ‘Thanks A Dot’ created for SBI Life Insurance

Sahil Siddiqui WATConsult

In India, according to the Union Health Ministry, breast cancer is ranked as the most prevalent type of cancer among Indian females. Having such a critical disease can cause grave stress to patients because the cost for treatment ranges between Rs. 2.5 lakhs to about 20 lakhs.

Keeping this in mind, SBI Life Insurance launched the ad campaign, ‘Thanks A Dot’, an innovative breast cancer awareness initiative that is supported by the Women’s Cancer Initiative-Tata Memorial Hospital. The ad campaign was designed with the aim to empower the women of India by educating them about early lump detection through simple self-examination techniques.
     
The campaign was conceptualised and executed by SBI Life’s digital and social media partner, WATConsult, the digital and social media agency from the house of Dentsu Aegis Network.
 
Apart from spreading awareness with the impactful ad campaign, they launched a ‘Thanks A Dot’ self-detection tool that is designed using real breast cancer mammograms to recreate breast cancer lumps using a special algorithm and 3D printing. This unique touched-based language and customized material can help detect a lump in just a few weeks. SBI Life Insurance with this ad campaign has leveraged on multiple digital platforms to launch the social awareness initiative ‘Thanks A Dot’.

Sahil Siddiqui, AVP, Creative Strategy, WATConsult spoke to exchange4media about the insight of the ad campaign ‘Thanks A Dot’ created for SBI Life Insurance and how the ad agency produced the campaign.
 
Brief and Insight
It was an open brief about making a case for genuine impact through health and protection. Breast cancer is the number one cancer among Indian women and the survival rate at 66% is much lower than the global average of 88%. The biggest reason for this is the lack of self-checking behaviour in Indian women, which makes detection late, treatment difficult and cost high. It was imperative to give confidence to the women to trust and develop their sense of touch for self-detection and to turn the conversation around breast cancer detection, making it approachable. The popular touch-based language braille came as inspiration for its tactile training potential and the lump shapes, from real breast cancer mammograms, were used to make the touch-based learning specific and objective-oriented. This is to make ‘Thanks A Dot’ an effective communication training tool.
 
Creative Vision
To get every woman to start talking and learning about breast cancer without fear so that they get comfortable with regular self-checking.
 
The message you wanted the consumers to take away
That biggest step towards cure and detection of any ailment is to get the capability to talk about it with confidence and knowledge.
 
Have you integrated this ad campaign? If yes how so?
‘Thanks A Dot’ is an integrated campaign spanning digital, TV, on-ground and print. The product is available to all free-of-cost through a central portal with support and amplification coming to the campaign from all other platforms.
 
Challenges while producing the ad campaign
At first, it looked like the concept of combining tactile-learning letters with mammography for learning self lump-detection, would be a tricky proposition to get right at a product level. However, it was actually a way bigger challenge to do material innovation. Figuring the right mix of materials to closely replicate the human skin experience while also being light-weight and within cost, allocations required some original thinking, re-thinking, re-prototyping and finally some breakthroughs.
 
Social vs. functional approach of the brand
The choice between the two approaches is done purely on the basis of the objective of the campaign. While a social approach can get reach and resonance, a functional approach is one that seeds the product metrics in the consumer's mind. An ideal campaign is one where a middle-ground between the two is found. Every big choice in the campaign, including media and creative has to reflect this objective driven thinking.
 
Where does WATConsult stand digitally?
We have always seen ourselves as a digital-first agency. This can be seen in all our campaigns and internal processes too. We are only doubling down on our digital outlook and digital commitment. The current times bring a unique opportunity for brands and agencies to test their mettle in a digital playground that is crowded and short on attention. Effectiveness and impact have become the calling card of any success defined digitally, and we are more than happy and ready to play the field.
 
Plans for WATConsult going forward
All our energies for some time have been dedicated to making WATConsult a name to reckon with. The year gone by has given us some of our biggest campaigns and breakthroughs. The coming year has all the promise for making WATConsult a global entity and to take the unique flavour of Indian thought to the world stage while bringing sustainability and profitability to our partners.

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