Brand | MINISTRY OF HEALTH IN SAUDI ARABIA |
Product/Service | HEALTH AWARENESS |
Entrant | MINISTRY OF HEALTH SAUDI ARABIA, SAUDI ARABIA |
Category | Interactive Video |
Idea Creation
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MINISTRY OF HEALTH SAUDI ARABIA, SAUDI ARABIA
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Idea Creation 2
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HABBAR Dhahran, SAUDI ARABIA
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Production
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77 MEDIA Jeddah, SAUDI ARABIA
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The Campaign
Show people that diabetes is a real threat by giving him a scary character through a documentary style video and an online presence to interact with people. Organs affected by diabetes also join the online conversation with their own accounts and interactions.
Creative Execution
The online campaign used posters of monsters from local folktales to attract attention on twitter using influencers.
After that, the posters were ripped to reveal the real monster which is Diabetes with new posts.
Then a documentary style video was released with Diabetes speaking as a real person on YouTube.
Finally, once his character was established, Diabetes and affected organs were then given social media accounts to interact with people spreading information in an indirect way.
• 1,191,926 views on YouTube.?
• Over 700,000 views on Twitter.?
• Over 50,000,000 unique impressions on twitter.?
• Publicity in newspapers and TV networks.
Data about the current situation regarding diabetes was provided by the Ministry of Health (client).
The target audience chosen was the general public who could become diabetic and those who already have diabetes or pre-diabetes.
The platforms chosen for the campaign (Twitter and Youtube) are the most famous in Saudi Arabia.
Creative tactic was bold to achieve awareness of the problem which is the first step in the behavioral change model.
Credits
Anas Alhumaid |
Ministry Of Health |
Manager of Awarness department |
Hassan Alansari |
Habbar |
Creative Director |
Abdulrahman Alsuwaiyan |
Habbar |
Account Director |
Ahmad Alammar |
Ministry Of Health |
Physician in Awarness department |
Links
Social Media URL
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Social Media URL
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Social Media URL
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Social Media URL
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Video URL