Project Details

Name

Sector

Project Request

Baheya

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TVC ramadan copy

The Baheya Foundation is a leading Egyptian non-profit organization established in 2015, dedicated to the free early detection and treatment of breast cancer for women

Baheya

THE CHALLENGE

Throughout the years, Baheya’s communication has primarily spoken from women to women, focusing on female solidarity and awareness.
While this approach built strong emotional connection, it overlooked an influential audience within the breast cancer journey: men “particularly husbands”.
The Insight
Despite the common cultural narrative that many husbands emotionally withdraw or struggle to cope when their wives face breast cancer, Baheya’s donor data reveals a striking truth:
Nearly 60% of Baheya’s donors are Men…

Insight

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Core USP

Baheya remains the only major hospital in Egypt dedicated exclusively to breast cancer, offering focused expertise and comprehensive care.
Constant Innovation
In 2025–2026, Baheya introduced Egypt’s first AI-powered mammogram analysis system, enabling faster and more accurate diagnosis.
Expansion
With the opening of Baheya’s new state-of-the-art hospital in Sheikh Zayed, the foundation significantly expanded its capacity, allowing it to treat and support even more patients across Egypt.

 

STRATEGIC SOLUTION

The strategy was to reverse the traditional narrative by shifting the communication lens toward men. addressing them directly and inviting them to become emotional partners in the journey.
Instead of speaking only to women about awareness, the campaign spoke to husbands about presence, empathy, and emotional support.
By doing so, Baheya reframed the fight against breast cancer as a shared journey, not an individual struggle.

CAMPAIGN ROLLOUT

  • Creative Platform : يخليكي العمر كل
    A phrase commonly used by men when expressing love and care to their wives and partners.
    The campaign transformed this familiar expression into a deeper emotional message reminding men that supporting their wives through illness is one of the most meaningful ways to truly live that promise.
    The campaign launched with a dramatic and emotionally driven Ramadan TVC that addressed men directly for the first time in Baheya’s communication history.
    The film portrayed the emotional journey of husbands standing beside their wives during their battle with breast cancer, highlighting how emotional support, reassurance, and presence can play a crucial role in the healing process.
    For the first time, the campaign also adopted a masculine visual language, shifting from Baheya’s traditionally feminine pink tone toward blue, symbolically inviting men into the conversation.
    This visual shift reinforced the campaign’s core message:
    The fight against breast cancer is not only women supporting women, but men and women standing together for women.
    Through this approach, “يخليكي العمر كله” repositioned Baheya’s cause as a collective responsibility, encouraging men to move from silent observers to active emotional supporters.

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