Raising awareness about Breast cancer is essential, but in Iraq it’s still a topic that people feel shy to talk about, especially when it comes to the tips of self-examination.
Communication wise, we can’t go bold about it, or use the actual shape of breast due to cultural restrictions, therefore, we thought about an approach to stay culturally relevant, yet clear to the audience. We took the symbol of feminine from the Arabic alphabet, the letter Noon, and used it to build our communication.
When the letter Noon ن comes at the end of words it refers to the plural form of verbs indicating reference to females. The shape of the letter is so unique, and with a special kind of calligraphy the negative space of it will be shaped as a female breast… so we used it to create awareness about the topic and to showcase tips of self-examination.
The campaign was published on social media, also as printed materials that were distributed with all orders done by females to help demonstrate the steps of Breast Cancer inspection.
This professional campaign titled 'The Letter Noon Of Feminine' was published in Iraq in October, 2021. It was created for the brand: Miswag, by ad agency: CrazyTown. This Design, Digital, and Print media campaign is related to the Electronics, Technology and Health industries and contains 4 media assets. It was submitted 6 months ago by Creative Director: Mohammad Samarraie of CrazyTown.