Brand | NATIONAL HEALTH INSURANCE COMPANY, DAMAN |
Product/Service | "VITAMIN D" DEFICIENCY AWARENESS |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Creative Effectiveness |
Idea Creation
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
PHD Dubai, UNITED ARAB EMIRATES
|
Media Placement 2
|
MOTIVATE Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
PROBLEM:
Daman (UAE’s leading health insurer) wanted to tap into the problem of Vitamin-D deficiency, educate people about the best treatment (Sunlight) and eliminate the need for unnecessary, futile and expensive Vitamin D tests that were costing people, Daman and ultimately, the economy AED 140 million every year.
IDEA:
A print ad that gave some much-needed Vitamin D to a primarily Vitamin D-deficient population across the UAE, by getting people to step out into the sun for a few minutes and experience the transformational impact that time in the sun and exposure to natural sunlight can have on their health.
EXECUTION:
We partnered with leading business and lifestyle magazines in the UAE, to generate the reach we sought, and through photochromic ink printing technology, we converted magazine front covers into a treatment for Vitamin D and then, we extended the campaign through educational content across direct, digital and social media channels.
IMPACT:
We reached 79% of UAE’s population and costs of irrelevant and unnecessary Vitamin D tests to the UAE economy reduced by 20%.
Credits
Tahaab Rais |
FP7/DXB |
Regional Head of Strategic Planning |
Oliver Robinson |
FP7/DXB |
Executive Creative Director |
Spiro Malak |
FP7/DXB |
GM Business Unit |
Sameer Islam |
FP7/DXB |
Senior Strategic Planner |
Micheal Boszko |
FP7/DXB |
Copywriter |
Fillipa Mauricio |
FP7/DXB |
Art Director |
Erol Salcinovic |
FP7/DXB |
Design Director |
Sooraj TR |
FP7/DXB |
Creative Technologist |
Deblina Ray Gupta |
FP7/DXB |
Senior Account Director |
Razan Jalloul |
FP7/DXB |
Account Manager |
Andrew Phillips |
National Health Insurance Company |
Marketing Director |