2018 Winners & Shortlists

AD D

Client/Brand NATIONAL HEALTH INSURANCE COMPANY, DAMAN
Product/Service"VITAMIN D" DEFICIENCY AWARENESS
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
Type of EntryHealth & Wellbeing: Education & Awareness
CategoryBrand-led Education & Awareness
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement PHD MEDIA Abu Dhabi, UNITED ARAB EMIRATES
Media Placement 2 MOTIVATE Dubai, UNITED ARAB EMIRATES

The Campaign

To remind millions across the UAE that the solution to Vitamin D-deficiency was as simple as getting a little more sunshine and that it’s free and didn’t need a prescription, we didn’t want to tell them. We wanted to show them. Using the sun to our advantage, we compelled people to step out in the sun to physically view the change; as a result, it pushed them to step into and soak in the sunlight for a few minutes. We created a print ad that gave a primarily Vitamin D-deficient population across the UAE some much needed Vitamin D, by getting them to step out into the sun for a few minutes and see the transformational impact that time in the sun and exposure to natural sunlight can have on their health.And turned magazine covers into a treatment for Vitamin D deficiency.

Creative Execution

Over the summer months, we created a series of magazine covers with photochromic ink across UAE’s leading editorials that literally moved people out into the sun. The photochromic-inked covers at first glance were blank; being light sensitive, these covers could only be read once people stepped outside into the sun. So, we invited people to actually expose their magazine covers to sunlight. with an intriguing call to action: “To find out what an estimated 7.5 million people in the UAE are missing, expose this cover to sunlight.” Once the readers stepped outside with the magazines, the ink revealed Daman’s message: “Vitamin D is essential for good health. Just 20 minutes every day in the sun gives you all you need to keep your bones and muscles healthy.” And they understood that like the photochromic covers worked under exposure of sun, our bodies got the Vitamin D needed when in sunlight.

We reached 79% of UAE’s population (vs. the target of 75%) through our idea and engaged 27% of the total audience reached (vs. the target of 25%) through our content. In just one month, we witnessed the impact of the idea with an instant drop in costs of tests to the UAE economy, as people understood the importance of stepping out into the sun through the influence of our messaging and education.Vitamin D tests were costing the UAE economy $39 million annually. Within the first few months of the launch of this campaign, total costs on Vitamin D tests have reduced by $7.6 million (vs. the target of 1 million), saving a significant % of the yearly costs for the economy – a significant achievement for Daman in just one month. Costs of tests have also reduced by 20% vs. 2015-2016.

Vitamin D is a hot topic and there is a great deal of debate in the medical world around the severity of its deficiency. In the UK, people experience on average 263 days of rain a year and very little sunshine. In the UAE, the polar opposite exists, where people get four days of rain a year. We challenged people to take the creative execution into sunlight, therefore, taking them into sunlight too.The idea, using direct-response print as a promotional channel, activated movement into sunlight and gave a simple solution to avoid Vitamin D deficiency; given the abundance of sunshine.

90% of the Vitamin D that one needs can be obtained from the sun. The exposure of the human skin to sunlight is the most natural and most effective natural source of Vitamin D. But the reality is that it is also the most neglected source of Vitamin D across most people in the UAE. And it just gets tougher during the long summer when people aren’t really receptive to stepping out into the sun for long. The truth is just 20 minutes of exposure a day (spread over the course of a day) is enough to get enough Vitamin D to keep one healthy.We needed to get people to EMBRACE THE HABIT OF STEPPING OUT INTO THE SUN; giving people across UAE some much needed Vitamin D, by getting them to step out into the sun for a few minutes and SEE THE TRANSFORMATIONAL IMPACT of that time.

Credits

Name Company Position
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
Paul Banham FP7/DXB Executive Creative Director