2019 Winners & Shortlists

STUCK

BrandTHE LIGHTHOUSE CENTRE FOR WELLBEING
Product/ServiceWORKPLACE MENTAL HEALTH
EntrantMcCANN HEALTH Dubai, UNITED ARAB EMIRATES
CategoryBrand-led Education & Awareness
Idea Creation McCANN HEALTH Dubai, UNITED ARAB EMIRATES
Media Placement McCANN HEALTH Dubai, UNITED ARAB EMIRATES
Media Placement 2 FP7/DXB Dubai, UNITED ARAB EMIRATES
PR McCANN HEALTH Dubai, UNITED ARAB EMIRATES
PR 2 FP7/DXB Dubai, UNITED ARAB EMIRATES
Production McCANN HEALTH Dubai, UNITED ARAB EMIRATES
Production 2 FP7/DXB Dubai, UNITED ARAB EMIRATES

Describe any restrictions or regulations regarding Healthcare communications in your country/region (imposed by healthcare regulatory bodies, government, TV stations, etc.)

Mental health communications, prevalent in Western markets, are not seen as appropriate or effective in the UAE, especially in the workplaces, where not sharing one’s feelings or emotions helps people look strong and in control. Additionally, all healthcare content has to be approved by professional healthcare bodies.

Describe the target audience

Long working hours. Financial and social pressures. Low work-life balance. Low physical activity. Workplace-related mental illness is a major issue affecting UAE. 60% UAE employees identify as stressed, describing offices and employment as the main cause. The UAE's unique workforce structure (80% expats, away from home) is also a factor.

Cultural/Context information for the jury

15% of the UAE struggles with mental illness. With financial pressures and poor work-life balance, workplace-related mental illness is one major issue. But, the region isn’t open to discussing workplace mental health. There’s prevalent stigma around mental health in the UAE especially in workplaces, that stops people from seeking help. People have been conditioned to think that if they do get help, it is a sign of personal weakness. A completely different way to achieve the goals of creating awareness for mental health was needed. For the Lighthouse Centre of Wellbeing in the UAE, we collected the real anxieties from Lighthouse’s clients and got 28 regional artists to illustrate those struggles, depicting those unspoken feelings. And made the unspoken, spoken. Then, through print ads, we brought those illustrations and unspoken feelings of those struggling to people in the public domain, giving those suffering a channel to talk about their struggles.

Credits

Name Company Role
Karen Kamel McCann Health Dubai General Manager
Tahaab Rais FP7 McCann Worldgroup MENAT Regional Head of Strategy
Robert Gibbs McCann Health Dubai Creative Director
Haneen Chaarawi McCann Health Dubai Graphic Designer
Vicky Kriplani FP7 McCann Dubai Senior Account Director
Zainab Mustafa McCann Health Dubai Account Manager
Kurt Daley McCann Health Dubai Graphic Designer
Kara Marie Guingona McCann Health Dubai Health Designer
Asif Khan McCann Health Dubai Creative Artworker:
Amit Borawake FP7 McCann Dubai Retouch Artist
Ashraf Muhammedunny FP7 McCann Dubai Editor and Visual Artist