Nezo
FMCG
OOH
In-Store Media
CSR
United Arab Emirates, Qatar, Bahrain
2025
Up to 54% of breast cancer patients in the GCC are diagnosed late. She won't go to a clinic for herself, but she goes to the supermarket for her family every week. So that is where the reminder went.
Nezo has been on the family table for years. In October 2026 it partnered with Aster Clinics to turn that trust into a booked appointment, starting with a free physical examination at participating clinics.
As the media agency, we planned and bought the media across the UAE, Qatar, Bahrain and Oman: branded trolleys at LuLu, cinema screens at VOX and in-store screens at Union Coop.
Campaign
Ask women why they skip screening and the reasons sound sensible: no symptoms, or no time. Underneath sits something harder to say. She looks after everyone else first, and a clinic feels like the place bad news lives.
In the UAE, breast cancer makes up 21.4% of new cancer cases, and women are often diagnosed in their early 40s, nearly a decade younger than the global average. More information was never going to fix a feeling.
The message met her during the weekly shop, from a brand she already passes in the aisle: while you take care of everyone else, take care of yourself too.
Branded trolleys ran at LuLu in the UAE and Qatar. Screens at VOX Mall of the Emirates and Union Coop stores in Al Barsha, Jumeirah and Mirdif carried the reminder, with a QR code to book.
United Arab Emirates
In the UAE, Nezo turned pink across the busiest RTA Dubai Metro stations, Union Coop and Carrefour digital screens and the front cover of a national newspaper. Intercity buses carried the message between Dubai, Abu Dhabi, Sharjah and Al Ain.
Qatar
In Qatar, we met her inside the store. Nezo took over the entrances and large-format banners at Carrefour and LuLu. At LuLu D-Ring Road and LuLu Messila it went on the trolleys too, so the reminder went round the aisles with every shop.
Bahrain
In Bahrain, the campaign lived in the malls where families shop and meet every day: Dana Mall, Ramli Mall, The Avenues and Bahrain City Centre.
Beyond The Billboard
A reminder means more when there's something to act on. Nezo offered free breast cancer screenings at Winchester School. It also partnered with Al Jalila Foundation, the philanthropic arm of Dubai Health, pledging a contribution from select purchases of Nezo Himalayan Pink Salt to support patients and their families.
Solutions
We didn't chase her. We waited where she already was. On the metro to work. On the screens at the supermarket. On the trolley she pushes down the aisle. On the front page of the newspaper over breakfast. On the bus between cities.
The message stayed the same in every country. The placements changed to match how people live and shop there.
Challenge
Salt is the most ordinary thing in a kitchen. Nobody thinks twice about which one they buy. And the woman buying it is usually thinking about everyone except herself.
The task was to make a salt brand stand for something without turning a serious cause into a sales pitch. It also had to work in 3 countries at once, while Pink October lasted.
