2010 Winners & Shortlists

Results and Effectiveness

Sales of Anlene increased by 48% in the GCC 1,000+ people participated in the event and sampled Anlene. A large number of the participants also had their bone density scanned and tested by the Anlene medical team. Through MBC1’s television coverage of the event we reached well over half a million women, raising considerable awareness about Osteoporosis. We also reached nearly 200,000 people from our audience in UAE through major publications. Finally, we took a brand that has historically focused on TV advertising and moved it forward into a brand that’s embracing new channels and ways of doing things.

Creative Execution

We partnered with MBC1 to launch the ‘Walk for Bones’ event at Safa Park inviting women from all over the UAE to help raise awareness of Osteoporosis. In addition to the 2 km walk around the park, we had doctors and experts on hand for Q&A about Osteoprisis, free sampling of Anlene milk and bone density testing. The event itself was supported by MBC presenter Ms. Lujain Omran, Dubai Bone & Joint Center, the Women’s Arthritis Foundation, Radio 2, Fitness 02 and even endorsed by HRH Princess Haya, who sent a letter of support that was addressed to all participants. Additional media support was given by PR, newspapers and social media sites like Facebook. We also developed the corporate identity and branding for the event.

Insights, Strategy and the Idea

Anlene, a bone fortifying milk that helps prevent Osteoporosis, was launched in November 2007. Knowledge of Osteoporosis in the region is very low despite 60% of women in the GCC being at risk of the disease. Our challenge was not only to raise awareness and educate about the dangers of Osteoporosis but also communicate the benefits of drinking Anlene. In addition, we needed an initiative to support World Osteoporosis Day. Insights told us that weight bearing exercises such as walking, are an essential tool to battle Osteoporosis. However, just 8.7% of women in the region exercise regularly. With this in mind we created the inaugural ‘Walk for Bones’ event in Dubai, UAE. An event designed to get women behind the cause and the battle against Osteoporosis.