2019 Winners & Shortlists

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

In general, any communication in Saudi should avoid the use of religion, politics or controversial topics like tribal affiliation or regional divisions. Additionally, nudity, sexual language, language deemed indecent or female characters that are not veiled are all not allowed.

Describe the target audience

Our campaign was mainly focusing on Saudis who believe that diabetes is inevitable and mainly caused by genetics rather than bad lifestyle habits and behaviors. Due to increased governmental communications, many are now numb to public awareness messages.

Write a short summary of what happens in the film

The film is a compilation of bad habits that leads to diabetes. It starts with a scene of a granny handing her grandson a piece of cake to eat it along with a huge amount of food he is already having, then we move to a scene of typical coach potato who is indulging in fast food. Later we see 3 obese men heading towards a massive feast that is enough for ten. Cut and we see a guy being challenged to eat as many burgers as possible then another who is using the elevator to go one floor up to the gym. Finally, we see a family visiting a patient and with them a big tray of chocolate as a gift. During the entire film we repeat the message “Lose your habits” as a call to action to stop all the unhealthy habits that people do.