2016 Winners & Shortlists

Brief Explanation

Objectives - 1. Drive awareness 2. Inspire diabetics to register for the 4Cprogramme - the complete Diabetes Management program 3. Provide a dedicated forum where patients could discuss their condition Insight - Audiences end up being overwhelmed when diagnosed with diabetes. Low awareness and the stigma associated with the condition prevented people from talking about diabetes openly. Lack of Motivation was identified as the key barrier Idea - The power of song was used to educate and motivate diabetics via dedicated forums on social media to register to the 4Cprogramme, engage with other diabetics and lead a near normal life

Results and Effectiveness

In a region where content is primarily consumed rather than being created, we received a phenomenal response to our dedication campaign Video Uploads : 2000+ Education Video Views: 7,400,000 Social Media achievements No. of FB fans: 100,107 (brand new page with no fans) No. of Twitter fans: 11,000(brand new page with no fans) Engagement during the campaign broke world records in the health care category with a 51% engagement rate

Creative Execution

People were asked to motivate diabetics on Facebook, sing for your loved ones ’fight diabetes’ via online audio/video recording (Karaoke) or the custom talent bus. Favorite singers were voted for by the fans. Top 10 competed live at Beat Diabetes Walkathon event and were judged by a celebrity panel. Celebrities Wahu and Saad revealed One Touch songs to inspire diabetics. At the venue doctors answered diabetics and enrolled them to 4Cprogramme Saad Ramadan’s song-video was unleashed on YouTube/Facebook/Twitter showing the agony of patients when first diagnosed and demonstrated how hope was revived when they were supported by the 4CProgramme.

Insights, Strategy and the Idea

Nearly half the diabetics in KSA are NOT diagnosed. Only 25% are committed to keep their sugar levels under control. Almost 50% are half-hearted – they know they have to change their lifestyle but don’t know where to start. The rest are just complacent. Most of the patients do not understand the gravity of blood sugar fluctuation and the need to monitor their sugar levels regularly. Educating the audiences alone was not enough. We needed to motivate them to take action (register to 4Cprogramme.com) in an emotional way. We involved their loved ones to inspire them using the power of a song