2015 Winners & Shortlists

Results and Effectiveness

Few companies can credit one CSR campaign with making 87% of its audience more health conscious, but we can. Similarly, 82% of people reported a positive impact on their lives due to ‘Live More’s’ message. At no cost, we achieved stellar results. Social media was a huge asset, with ‘Live More’ infomercials popular online, generating 50,000+ YouTube views and more than 150,000 organic Facebook posts. ‘Live More’s’ healthful message was weaved into over 80 press articles within leading publications. By using every OSN asset at our disposal, we helped spread the message and got the Middle East, to ‘Live More’.

Creative Execution

OSN was in an enviable position with a collective captive audience of tens of millions comprised of local television viewers, more than 2 million Facebook fans, 60+ million YouTube viewers, Twitter followers nearing 190,000 and an audience of more than 450,000 people on Google+. Using these channels, we swamped the market with the ‘Live More’ message encouraging physical activity and healthier eating through education. We developed over 30 infomercials, selected 15 top celebrities for health tip videos, and strengthened our case with expert input from doctors. For increased local integration, we supported the Sharakah Sports Festival, motivating 450 students across 15 UAE schools to get involved in sports challenges. Capitalising on owned media channels (and with no paid media investment behind the campaign) the ‘Live More’ messages were broadcast on average 650 times per day across 20 premium television channels and shared ubiquitously via social media.

Insights, Strategy and the Idea

Climbing obesity, Type 2 Diabetes and overall worsening health outcomes constituted the dire situation that confronted the Middle East. A survey of what mattered to 900 people in the region, unearthed health as the top priority. Leading Pay TV network OSN decided to help with a purely altruistic plan to educate and empower their community with the ‘Live More’ external media campaign. The campaign had no commercial objectives; instead focusing on bettering the lives of the community broadly across the region. We wanted to encourage the masses to make small, achievable lifestyle changes today in order to see improvements in their health tomorrow. OSN reaches millions of people daily and with this unique position comes a duty of care to community. It was this insight that spurred our marketers onwards in developing ‘Live More’. But how did we do it? How did we transform a communications campaign into community action?