2014 Winners & Shortlists

The Campaign

Pfizer Algeria wanted to warn and alarm people how important is to know about the Hidden Faces of Diabetes: the lack of awareness on diabetes complications may delay appropriate interventions, and eventually advance it to untreatable levels. It was important to spread a consistent message about the fact it’s not just blood glucose in diabetes people need to worry about. We persuaded Pfizer to hold a speech that is both medical and recreational to obtain a strong awareness and change diabetic’s patients and non-diabetic person’s day life behaviors. We wanted to create a synergy by coinciding our PR awareness campaign with media efforts. This was one of our hardest goals because Algerian media do not cover pharmaceutical laboratories except for corporate or internal communication. We choose to “go live” with people and journalists; it was a first time happening in Algeria for media to meet public and share their day life healthcare experience.

The Brief

We developed a campaign and a speech that are both medical and recreational to generate strong awareness and change the daily behavior of patients with diabetes and non-diabetics 1/Raise awareness about diabetes & its consequences (such as, loss of vision, loss of feeling, etc.) 2/Educate the general public on how to identify the risks of these diseases 3/Direct the patients to doctors who will prescribe adequate treatment 4/Raise the profile of Pfizer as a caring, community player and innovative company

Results

•A total of 3250 visitors with 1520 persons screened in Western & Eastern Algerian regions. •Capital Algiers hosted 5000 visitors, conducted health screening to 1700 persons •In Algiers, 13% of visitors subscribed to the Algiers Association of Diabetics. •The new interactive approach generated many positive comments in the media; journalists shared their personal experience directly with patients. •65% of visitors confirmed their appointment with a specialized doctor. •Although the Algerian media refuses to cover any news or activities organized by the private sector or commercial companies, as these are viewed as advertising, we convinced the Algerian public TV & radio to visit and cover. A total of 7 TV stations and 5 radios covered the two-day event. •During HFD road map, media covered once again •On-line newspapers and magazines allocated wide coverage to the event. •Only for Algiers event, print coverage reached out to 125, 615 people in Algeria.

Execution

We developed interactive concept which make people face the worth of diabetic patient’s day life. Screening: Pfizer offered blood screening: glycaemia, cholesterol and triglycerides. Medical visits: each person could have private visit with specialized doctors. Quiz party “Bou S’Kor”: Animators made the show with a big blue man showing organs which might be damaged by Diabetes. Interactivity: Attendees could experiment 3 main complications of Diabetes and learn more about risks. We set up areas illustrating: loss of feeling, dizziness and obesity. Experience1: Pet a cactus, dip your hands in ice without knowing what you are touching. Experience2: How can you walk on 45° floor without dizziness. Experience3: Wear a heavy and padded cloth and put yourself into obese shoes. A Pfizer staff member gave attendees complete enlightenment on real possible risks.To intense emotion and entertainment, screens were showing what was happening inside stages experiences to the audience waiting for blood screening or medical visit.

The Situation

Diabetes is undoubtedly one of the most challenging health problems in the 21st century. The unprecedented rise in the number of diabetic patients around the world is driven by the combined effects of ageing population as well as rising levels of obesity and inactivity. The lack of awareness on Diabetes complications may delay appropriate interventions, and eventually advance it to untreatable levels. Today, more than 371 million patients worldwide suffer from diabetes. In Algeria the prevalence of diabetes is expected to reach 7.65% by 2030.

The Strategy

The whole week before the event, hostesses distributed flyers to the general public. The flyers explained the playful and fun experiences and the free Pfizer medical screening that they can get over the weekend. Media were invited to visit and cover the event.Radio announcements three times per day on each region local radio helped us.Famous health radio show, Chourouk TV first private TV in Algeria, and health websites helped us announce the campaign free of charge.We planned and executed a two-day event in a famous mall in the capital, Algiers. We reproduce the event in 3 cities in Algeria in East and West ( Oran, Setif, Constantine ).