Many monuments and iconic landmarks are lit up in the colour pink to spread awareness for breast cancer, during this time, October is often referred to as Pinktober.
As cases of breast cancer are spiking all around the world, particularly in Asia and the Middle East, companies are trying their best to launch awareness campaigns that will benefit the people of their countries.
Iraq, just like many other Muslim countries takes a subtle approach to such sensitive topics as ‘breast’ is often considered a taboo word along with other terminologies.
To tackle this issue while ensuring a subtle approach, Miswag has launched a campaign titled ‘The Letter Noon Of Feminine’. The ideology behind this campaign is to the point.
When the letter ‘Noon‘ ن comes at the end of words it refers to the plural form of verbs indicating a 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.
Hence, instead of using a breast or a female model, they used the letter ‘Noon‘ to show how a woman can conduct a self-examination on herself for the early detection of cancer.
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 was published in Iraq in October 2021. It was created for the brand: Miswag, by ad agency: CrazyTown.
Hats off to the agency for their creativity.
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