Arabian Automobiles Company (AAC), the exclusive distributor for Nissan, INFINITI, and Renault in Dubai, Sharjah, and the Northern Emirates, recently launched its breast cancer awareness campaign, #DriveToZero. The campaign was designed to encourage early detection and raise awareness through eight targeted activities supported by strategic partnerships and multi-platform engagement.
The initiative was anchored on two prime statistics: Early detection can lead to a survival rate of 98 per cent and yet, one in eight women develop breast cancer during their lifetime. The brand raised the question about what it would take to move from one in eight towards a goal of zero.
Based on this the #DriveToZero campaign objectives were set to awareness and action. As such, the campaign aimed to raise awareness about the one in eight statistic, while promoting action by spurring participation in at least one of eight activities designed to beat breast cancer.
“We have created eight accessible activities that promote health and encourage valuable conversations about breast cancer prevention. We are thankful for the support of our wellness partners who will contribute their time and resources to our initiative, and we invite everyone to get involved by visiting www.drivenforward.ae,” says Hussam Baghdadi, Senior Director, AW Rostamani Group’s Arabian Automobiles Company.
Action: #DriveToZero eight-pronged approach
Arabian Automobiles’s #DriveToZero campaign combined in-person events with digital outreach, facilitating broad community involvement. Partnering with Dubai London Hospital (DLH) and wellness brands like lululemon Middle East, AAC aimed to make health resources widely accessible across Dubai, staging free screenings, health workshops, and wellness events at locations such as Nakheel Mall and AAC showrooms.
This integrated approach not only connected AAC’s brand with a health initiative but also created opportunities for real community impact.
The eight activities designed to engage with and educate the community, included:
Listen and Learn: AAC amplified the campaign’s message by partnering with Virgin Radio’s Kris Fade Show and THE VIIBE with Maz Hakim, using these platforms to broadcast survivor stories, expert insights, and key information on breast cancer prevention. The brand also collaborated with Lauren O’Connell, Beauty Editor and breast cancer warrior to #DriveToZero, sharing her story with Hakim in a Nissan X-Trail drive.
Spread Awareness: A logo for the #DriveToZero campaign was curated and used to wrap three AAC cars which were driven across Dubai and the Northern Emirates to increase visibility. AAC also partnered with Lovin Dubai to invite the UAE community to wear pink and strike a conversation about breast cancer in their workplaces, at home, in schools and within their respective communities. Additionally, AAC developed a dedicated webpage, drivenforward.ae, which served as a comprehensive resource hub, offering recordings of interviews, event details, and educational content.
Get Checked: Through its collaboration with Dubai London Hospital, the brand campaign offered free clinical breast examinations for anyone who registered via drivenforward.ae. Additionally, keeping with its “one in eight” theme, one in eight registrants were contacted for a free pick up and drop off service using the AAC wrapped cars. AAC also collaborated with influencers to further amplify the message to get checked.
Eat Well: The campaign also included a partnership with Thermomix, where the community learned how to cook cancer-preventing and fighting meals for their whole family, with a nutritionist from Dubai London Hospital offering deeper insights on the relationship between one’s diet and cancer.
Mammogram: AAC also offered a special promotion to its own customer base through its “Miles for Mammogram” initiative. The brand invited customers over the age of 40 with 40,000+ kilometres on their vehicles to share photos of their odometer to qualify for free mammograms. This initiative not only connected AAC’s product offerings to its cause-based goals, but also encouraged customers to stay proactive about their health.
Pause: The campaign partnered with Lululemon for a free breathwork, movement and meditation class for the community. Yoga and meditation were highlighted as complementary mind–body therapies that may help people avoid and manage cancer symptoms or adverse effects of treatments and improve their quality of life.
Sleep: Dubai London Hospital’s sleep expert shared insights on improving sleep habits and its role in reducing cancer risk.
Get Active: By collaborating with Wellfit, the campaign helped ignite the community’s fitness journey with free classes open to all levels that continued on to Dubai 30×30 for a more regular commitment from participants.
Awareness: Campaign effectiveness
The #DriveToZero campaign provided a model for cause-based initiatives that merge brand presence with real-world impact. By promoting community participation in “one of eight” activities, AAC encouraged early detection, setting an example of how brands can drive social awareness in practical ways.
Through the campaign, users interacted with drivenforward.ae the site 12,000 times through clicks, event registrations and commitments to action.
On the media front, more than 1.9 million unique listeners weekly were reached via Virgin Radio’s Kris Fade and the Maz Hakim shows, while the Maz Hakim interview with Lauren O’Connell received an additional 10,000 views on social media. Approximately 1.3 million people were reached through the Lovin Dubai partnership.
In terms of on-the-ground action, the campaign delivered more than 120 free clinical breast examinations and mammograms and reached more than 3,000 of its employees.
