When discussing the concept and campaign with the Bahrain Cancer Society, it was felt that the responsibility to oneself and ones loved ones to needed to be highlighted when it came to the early detection of cancer.

This was successfully achieved by using emotional and family orientated imagery that touched on the relationships between various genres and generations within a family.

The slogan - Choose Life, Get Screened - was used for its clear and direct messaging. The soft and friendly (almost medical) imagery contrasted nicely with the direct slogan to create a harmonious balance in what is a very serious subject.