2012 Winners & Shortlists

Results and Effectiveness

Just over a year ago, there was next-to-nothing when it came to health information available online for Saudis in their own language, and from their cultural perspective. Today over 20,000 women in Saudi ask, learn, discuss and engage in conversations around improving family health across our social platforms. Partnerships with local government and respected global organizations have grown dramatically. And doors have opened for more projects to come, continuing our resolution for better health for more people in 2012.

Creative Execution

We saw social engagement as the key driver to change mindsets and drive healthy behaviors for families. Healthymagination is the Kingdom’s first and only community-based Arabic Health platform. This social ecosystem is designed to foster education, inspire conversations and generate media buzz around key healthcare issues. Healthymagination.me brings together hundreds of locally-relevant articles on family health, nutrition and fitness. It shows women and families how making lifestyle changes are possible, within a Saudi context. It forges a space for an active, open dialogue. The portal includes key healthcare topics every month – keeping the conversation current and attracting influencers. The site provides tools for insights into family health, and delivers fun apps to drive lifestyle change. It serves up original content that can help mothers engage family members around health, and it introduces campaigns that tackle culturally taboo healthcare subjects such as breast cancer.

Insights, Strategy and the Idea

Healthymagination is GE’s shared commitment across the globe about creating better health for more people. In Saudi Arabia, GE needed to find a way to move the needle on family health for the nation. On ground, Saudis face high obesity rates, an underdeveloped culture of health & fitness, and lifestyle limitations. Online, they had no real healthcare education resources and few informed conversations. At its very heart, this was a social problem. One that needed a social answer that went beyond likes, shares and followers.