Baheya, Egypt’s leading breast cancer foundation, sought to increase donations, particularly from women, to sustain its mission of providing free treatment and support. Recognizing a donation gap—where men contributed more than women—Baheya called for a fresh approach to engage female donors. When sharing this statistic with Essence Adverts, it sparked the idea for a data-driven, emotionally charged commercial that would deeply resonate with women. By leveraging insights on female giving behaviors, Essence Adverts crafted a campaign rooted in El Gadaana—the unspoken "girl code" of loyalty and support. This commercial, backed by real survivor stories, tapped into shared emotions of resilience and solidarity, ultimately driving a significant shift in female contributions and making Baheya’s cause a personal mission for women across Egypt. Even Baheya’s name originates from its founder, Bahia Wahbi, a woman who battled breast cancer herself. Coming from a distinguished Egyptian family, Bahia noticed the struggles of underprivileged women facing expensive cancer treatments. In response, her family transformed her home into a specialized breast cancer treatment center, now a six-story facility spanning 10,000 square meters and equipped with state-of-the-art medical technology valued at 150 million EGP.
October is globally recognized as Pink Month, dedicated to breast cancer awareness, making it a prime opportunity for fundraising. However, with many organizations launching awareness campaigns during this time, Baheya faced the challenge of standing out and maximizing donations. Missing this window would mean losing a crucial moment when public attention is already focused on breast cancer causes. Baheya needed a campaign that not only raised awareness but also inspired immediate action, ensuring it capitalized on the heightened engagement and urgency of Pink October.
