2015 Winners & Shortlists

WEIGH AND WALK - OBESITY CAMPAIGN

BrandZULEKHA HOSPITAL
Product/ServiceHEALTHCARE
EntrantTURRINO Dubai, UNITED ARAB EMIRATES
CategoryUse of exhibitions and installations
Entrant Company TURRINO Dubai, UNITED ARAB EMIRATES
Advertising Agency TURRINO Dubai, UNITED ARAB EMIRATES

The Brief

Being healthcare providers, the staff of Zulekha Hospital are seen as ambassadors of fitness. However, a large part of the staff are overweight and this needed to change. The Agency was commissioned to come up with an awareness campaign to encourage Zulekha Hospital staff in Sharjah to make a positive lifestyle change.

Describe how the promotion developed from concept to implementation

The Agency came up with an idea to encourage staff members of Zulekha Hospital to take the stairs. Agency came up with witty lines pertinent to select departments on each floor to nudge participation and was aided by relevant, attention grabbing clipart design. A weighing scale was placed on the first step on the Ground Floor to check weight before starting the walk with tips on Active Lifestyle, Light Exercise, Nutritive Diet and Healthy Habits. The total number of calories burnt were mentioned in consultation with the Nutritionist. There were Vouchers announced for those who would lose most weight.

Describe the success of the promotion with both client and consumer including some quantifiable results

The weigh and walk campaign picked up very quickly and became a huge success among hospital staff. Vigorous engagement and word of mouth motivated patients as well. We saw a cross section of patients taking the stairs and pursuing healthy living. Literally, everyone in the hospital premises is weighing and walking! Bonus cookies - the buzz created by ‘Weigh & Walk’ campaign contagiously spread to patients. Subsequently, the Agency was asked to replicate the same implementation in Zulekha Hospital's other branch in Dubai.

Explain why the method of promotion was most relevant to the product or service

There were several posters and internal memos on health and fitness through walking, sent to staff in the past however the desired effect was never registered given the effort required from staff. Owing to location where the messages were installed, the weighing scale and the response of walk-in patients, the buzz created its own affect that pushed participation.

Credits

Name Company Role
Shree Kumar Turrino Creative Director
Pradeep Shankunni Turrino Art Director
Suzan Khan Turrino Copywriter
Shafiq Jaffari Turrino Junior Art Director
Abraham Binu Turrino Account Manager