NMC KIA "Breast Cancer Awareness"
Some Signs Are Too Important to Miss.
Project Type
Integrated Awareness Campaign / Art Direction / Experiential / OOH
My Role
Concept Development / Art Direction / Visual Execution
Client
NMC KIA × Dallah Driving School
Project Overview
For Breast Cancer Awareness Month, NMC KIA partnered with Dallah Driving School to transform an everyday driving lesson into an unexpected platform for health awareness. By drawing a connection between road signs and the warning signs of breast cancer, the campaign gave women a new way to engage with an important conversation about their health.
The Challenge
Driving schools teach people to recognize signs that keep them safe on the road. But recognizing important changes in our own bodies can be just as crucial.
Our challenge was to address breast cancer awareness in a relevant, educational, and memorable way, reaching women through an environment already associated with learning, safety, and attention.
The Creative Idea
The idea came from a simple connection: signs exist to warn us about danger.
We reimagined familiar traffic signs as visual reminders of breast cancer warning signs, using the recognizable language of road safety to communicate an important health message.
By turning traffic education into health education, we created a campaign built around a familiar learning experience.
Bringing It to Life
The idea became a takeover of the driving school experience.
Existing traffic-sign formats were adapted to communicate possible breast cancer warning signs, while custom educational signs encouraged breast self-awareness and explained how women could become more familiar with changes in their bodies.
Driving instructors introduced the messaging during lessons, with NMC KIA vehicles supporting the experience.
The campaign extended through key visuals, out-of-home advertisements, branded educational materials, and an on-ground activation that brought the concept into the driving school itself.
The Work
Key Visuals
Driving School Activation
Out-of-Home and Campaign Applications
Film and Production
My Contribution
I contributed to the campaign’s conceptual development, creative execution, and art direction.
My responsibilities included developing the key visuals, designing out-of-home communication, and supervising the on-ground visual execution alongside the creative and production teams.
I also oversaw campaign materials, applications, and the overall visual consistency of the driving school activation.
Project Recognition
Dubai Lynx — Shortlisted, 2024. Brave Brands.