With cancer becoming a global epidemic and a critical problem in Qatar, the Qatar Cancer Society is dedicated to the prevention and treatment of cancer. In an effort to break locals taboo about discussion of life-threatening diseases such as cancer, the Qatar Cancer Society produced a two-minute video centered on a little boy who, in trying to cope with the fact that his grandfather has suddenly fallen ill, decides to raise money for Qatar Cancer
Prior to the launch of the video, market research was conducted to provide a benchmark survey from which awareness and effectiveness of the "Generosity is its Own Reward" campaign could be measured. This research consisted of 503 face to face interviews with Qatari nationals aged 18 to 64 years.
The findings from the pre-campaign study provided a benchmark from which the success of the campaign will be measured following the post-campaign evaluation. The research findings were used to validate the overall success of the campaign and provided recommendations on future communication strategies to help increase awareness of the Society.