SBI Life Insurance asks women to know their double O

SBI Life Insurance has launched a campaign for international breast cancer awareness month, which is celebrated in October. Conceptualised by WATConsult, it is part of the brand’s four-year-long ‘Thanks-a-Dot’ initiative to spread awareness about the need for self-breast examination. 

 

The film features TV celebrity Prachee Shah Pandya, who plays the protagonist. It begins with Pandya at a shoot. Her dialogue is 'Know your double O and learn a life-saving skill.' However, every time she says it, the director makes her give multiple takes and asks for more emotion. When she finally gets it right, she asks the director what the life-saving skill actually is. He then tells her that she just has to send a ‘Hi’ on a WhatsApp number, to know. 

 

Ravindra Sharma, chief of brand, corporate communication and CSR, SBI Life Insurance, said, “Women in India, most of the times, de-prioritise their health over other responsibilities. Breast Cancer being the most common cancer affecting women in India and the world, makes it crucial for everyone to be aware. There is a continuous need to spur conversations around the topic and push women to bring in a behavioural change by adopting self-breast examination at their convenience but at regular intervals. Keeping in mind the dire need to raise awareness, SBI Life’s breast cancer awareness initiative, ‘Thanks A Dot’ aims to not just make people aware of the deadly disease but also educate them about a life-saving skill that can help in early lump detection and save a life. With the launch of the interactive WhatsApp Chat Bot, information about the disease and setting reminders etc. will be easy and engaging the audience will help in letting the message reach maximum people across the country.”

 

He added, “Being a socially responsible organisation, we believe that we have an important role to play in educating and empowering women by raising awareness about breast cancer and enabling them to conduct self-examinations regularly. Self-examination, thus becomes a very important step towards combating breast cancer. We hope that SBI Life's 'Thanks A Dot' initiative will make breast health an accepted topic in Indian society by promoting discussions around it.”

 

Sahil Shah, managing partner, Dentsu Creative, WATConsult, said, “Breast cancer cases are rapidly growing in India because of the cultural taboo around women's health causes. We, as an agency, have always promoted behaviour changing life-saving initiatives. This time along with SBI Life we found a way to take our multi year Thanks a Dot breast cancer initiative to as many homes as possible in a digital execution. We are proud to kick-start a six-month long activation where we teach self-examination techniques using digital as well as phygital means to a wide number of women. Most of whom will learn and discover the benefits of self-breast-examination for the first time".

 

The campaign’s media mix includes PR and digital, among others.