/ case study

putting a new lens on screen for life programs

ClientPrimary Health Care Corporation
ExpertiseIntegrated Communications
Related Linkswww.phcc.gov.qa
Client Primary Health Care Corporation OfficeAction Qatar Expertise Integrated Communications Industry Healthcare Related Links www.phcc.gov.qa

the challenge

The Breast and Bowel Cancer Screening Program is a life-saving, population-based initiative that aims to promote education, awareness and early detection of breast and bowel cancer in Qatar.

However, since cancer in general is a very sensitive topic, people prefer not to mention its name on the whole in Qatar.

Action Qatar, along with the Primary Health Care Corporation, needed to find a way to position the program in a more positive light that people would be open to.

The program overall aimed to:

  • Educate people on breast and bowel cancer
  • Introduce “Screen for Life” program
  • Leverage the sense of awareness towards these 2 cancers (top 2 cancer types in the State of Qatar)
  • Generate interest about the program
  • Ignite call for action to register for breast and bowel cancer screening

Ultimate objective: Save people’s life

our approach

In all marketing and communication channels, USPs and key messages were always driven by optimism while also keeping things very easily understood. Action Qatar developed a TVC concept, storyboard and script to serve one main message: screening for breast and bowel cancer is a routine check-up as simple as any other regular check-up that people usually do.

Action Qatar strategy included:

– Implementing an introductory PR campaign before the launch of the program

– Introducing the program focusing on a simple messaging approach easily understood by the target audience

– Educating the public at large about the Program hierarchy

– Engaging local companies through outreach programs

– Accessible information for all (website, social media, dedicated enquiries email address etc…)


  • Nearly 12,000 women screening for breast cancer since PHCC introduced national cancer screening program in 2016 till July end 2017
  • Nearly 8,000 men and women screening for bowel cancer since program launch till date.
  • Program outreach activities and lectures in October 2016 resulted in having around 2000 registrations for breast cancer screening
  • Maximize awareness resulting in ramp of screening participants
  • ROI exceeding 4mn QAR from campaign launch to date
  • Program success echoed locally and regionally; program spokesperson invited to attend regional health symposiums such as The First Gulf Cancer Conference in Kuwait; The Arab Health Exhibition and Congress in Dubai.

let’s work together