2015 Winners & Shortlists

The Campaign

20% of UAE's population is living with diabetes. To show our support we implemented three things: 1- Mobile App to simulate their struggle: We came up with a mobile tapping game which required the supporters to get the highest score within 60 seconds. Participants found that in order to get a high score, they developed some sort of soreness after 30 seconds of high performance. 2- Share a memorable moment : To show our support, every app download was represented by a bulb to form the largest diabetes symbol "Blue Circle" to enter Guinness Book of World Records. The event was held at Burj Khalifa Park where Dubai residents came to celebrate the moment. 3- Edutainment: Spreading diabetes awareness among kids and UAE's youth in schools and universities to raise their awareness about diabetes among them. a tour was established in 12 school and university.

Success of the Campaign

Figures and statistics are the best measure on how successful this event was. The app has total downloads of 10,901 download and the game was played 48,343 times. A young Emirati diabetic was inspired by the social media campaigns of the event and he decided to participate personally with a speech in the event as a real struggler appreciating the invested efforts with the awareness campaign. Dubai Health Authority managed to educate the kids in the schools and universities about diabetes, elevating their awareness to the disease among their peers. Over 1200 kids were reached in the schools and universities tours. Media coverage were estimated to worth 169,010.21 $ and reaching 1,521,780 person. The buzz and impact of winning a Guinness World Record for the largest light bulb circle managed to make a social buzz among Dubai residents and the followers of the campaign.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

- The campaign started first launching the social media in order to give some teasing about the whole campaign as well as the App. - After just few days from the social media launch, the Stay Strong mobile game launched with nearly 1000 downloads in its first week. - Schools & universities Activations launched at the world diabetes day 14-11. With 12 educational unit spread over 2 weeks, the campaign delivered high quality diabetes edutainment given to around 1200 student. - The Guinness world record event titled "Celebrating the moment" held at Burj Park, Dubai. During the event we celebrated the Largest Diabetes Blue Circle done with light bulbs which represents the number of StayStrong App Downloads. The event also witnessed some key figures throwing inspirational talks to support diabetics. - PR & Media coverage for the whole campaign of estimated worth 169,010.21 $ and reaching 1,521,780 person.