2010 Winners & Shortlists

WALK FOR BONES

BrandFONTERRA
Product/ServiceANLENE MILK
EntrantOMD Dubai, UNITED ARAB EMIRATES
CategoryFundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness
Entrant Company:OMD Dubai, UNITED ARAB EMIRATES
Media Placement:OMD Dubai, UNITED ARAB EMIRATES

Credits

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 therefore partnered with the highest rated Pan-Arab station and launched an Osteoporosis awareness campaign though the ‘Morning Show’ for 8 weeks. Episodes included a big launch event, interviews and Q&A sessions with surgeons, cooking features, bone scanning, testimonials from the region and finally a focus on the benefits of the product itself. In parallel we launched the first ever event in the region called ‘Walk for Bones’ which invited all women in the UAE to raise awareness of Osteoporosis. We even developed the corporate identity and branding for the event. 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.

Insights, Strategy and the Idea

Anlene, a bone fortifying milk that helps prevent Osteoporosis, was launched in November 2007. Our challenge was to raise awareness and educate about the dangers of Osteoporosis in the region while communicating the benefits of drinking Anlene. Knowledge of Osteoporosis in the region is very low despite 60% of women in the GCC being at risk of the disease. We needed to use communication that would not only inform women about the issue but also provide a compelling reason for them to trail and purchase Anlene.

Credits

Name Company Role
Anitha Smith OMD Director
Layal Takieddine OMD Manager