Henna, a cherished symbol of health and wellness in Middle Eastern culture, has been reimagined as a life-saving tool in a campaign by Serviceplan Middle East and MINI AGMC. The initiative, titled “In Your Own Hands,” uses henna art to inspire women to perform regular breast self-exams, a critical step in detecting breast cancer early.
Breast cancer affects over 2.3 million women worldwide each year, with one in eight women diagnosed in their lifetime, according to the World Health Organization (WHO). Early detection significantly improves treatment success, yet many women either forget to check their breasts or underestimate its importance. This campaign aims to address that by blending cultural tradition with modern health awareness.
MINI AGMC collaborated with contemporary henna artist Dr. Azra Khamissa to create unique henna patterns specifically designed to guide women through breast self-exams. Each design—spiral, wedge, circular, and up-and-down movements—represents a key step in the examination process. The long-lasting nature of henna, which stays on the skin for two to three weeks, serves as a gentle reminder to integrate these checks into daily routines. Henna, traditionally used to celebrate and protect women, now also encourages them to care for their health.
To amplify the message, a 60-second video was released, blending familiar cultural symbols with the empowering message: “There’s no bigger act of love than keeping your health in check.” The campaign reframes self-exams as an act of self-care and strength, encouraging women to take charge of their health.
The campaign also includes a pocket guide that complements the henna designs, offering clear instructions for performing self-exams. This guide makes it simple for women to adopt this life-saving practice as part of their routine.
Throughout October, in honor of Breast Cancer Awareness Month, MINI AGMC hosted community events every weekend at their showrooms in Dubai. These gatherings allowed women to experience the campaign first-hand, connect with its message, and celebrate the importance of health and self-care.
This thoughtful and innovative campaign bridges tradition and modern awareness, transforming a cultural symbol into a practical and beautiful reminder for women to prioritize their health.
Credits:
Client: MINI AGMC
Marketing Director: Ziad Boghdady
Marketing Manager: Riad Joumblat
Innovation Lead: Marwan Alsherif
Creative Agency: Serviceplan Group Middle East
Chief Creative Officer: Akhilesh Bagri
Executive Creative Director: Nishant Shah
Creative Director: Andre Couto
Associate Creative Directors: Kenneth Barnes & Aashna Gopalkrishnan
Copywriter: Mariyam Maroof
Managing Partner: Natalie Shardan
Business Director: Vineeta Vasisht
Account Executive: Noor Bakr
Consultancy: Peach Fantastic
Account Manager: Laith Alemailat
Account Executive: Farah Mihilmy
Producer: Geetika Sood
Production Manager: Saquib Wakankar
Copywriter: Nehal Saleh
Graphic Designer: Dana Al-Sheyyab
Art Director: Alejandro Bucoy
Studio Director: Artchie Belcena
Artworker: Binesh Uppathil
Production Company: Bigfoot Films
Executive Producer: Aly Seifelnasr
Director: Hana El Sadek
Director of Photography: Jad Beyrouthy
Producer: Rania Salame
