2017 Winners & Shortlists

DIABETES CAMPAIGN

Client/BrandMINISTRY OF HEALTH IN SAUDI ARABIA
Product/ServiceHEALTH AWARENESS
EntrantMINISTRY OF HEALTH SAUDI ARABIA, SAUDI ARABIA
Type of EntryOnline Video
CategoryInteractive Video
Idea Creation MINISTRY OF HEALTH SAUDI ARABIA, SAUDI ARABIA
Idea Creation 2 HABBAR Dhahran, SAUDI ARABIA
Production 77 MEDIA Jeddah, SAUDI ARABIA

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

Name Company Position
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   |   Social Media URL   |   Social Media URL   |   Social Media URL   |   Video URL