Safe & Sound
BurJuman's long-running breast cancer awareness campaign in the UAE, marking ten years of the mall's involvement by 2007. It combined a survivor fashion show, a pink walkathon and media work to push screening and awareness among women across the Emirates, and is a landmark of Gulf cause marketing.
- The brief
- Women across the UAE, for a mall's long-running breast-cancer awareness drive.
- The idea
- Marking ten years of involvement, BurJuman staged a fashion show of survivors, a walkathon in pink and press outreach to encourage screening.
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
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|---|---|---|---|---|
| Abdul Latif Jameel Motors | Jameel MotorsportSports · 26 Dec 2023 | Sports | – | 26 Dec 2023 |
| Al Bandar Rotana | Dubai: A Pink Paradise for Every WomanFestive · 6 Sep 2023 | Festive | – | 6 Sep 2023 |
| Saudi German Health | KhotahonPurpose · 3 Jun 2024 | Purpose | – | 3 Jun 2024 |
| ITP Media Group | What's your superpower?Digital/social · 8 Mar 2023 | Digital/social | – | 8 Mar 2023 |
| Toyota | Rooted & RisingPurpose · 28 Aug 2025 | Purpose | MRM MENAT | 28 Aug 2025 |
| First Abu Dhabi Bank | Work Like a MotherPurpose · 23 Mar 2023 | Purpose | Havas Middle East | 23 Mar 2023 |
More from BurJuman
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Right in the HeartRebrand · 15 Dec 2025 | Rebrand | – | 15 Dec 2025 |