2020/2021 Winners & Shortlists

Background

Taking into consideration the conservative nature of Gulf countries and the sensitivity of topics such as extramarital sex and homosexuality in the region, the client’s objectives were to educate the target audience about the AIDS, how it is contracted, how to prevent it, how to control it and live with it, and to shatter misconceptions around it.

The Interpretation of the Challenge (30% of vote)

Salamatak is a health awareness and communication show that targets all Arabic and English speaking segments of the gulf region with content that promotes physical, mental, and psychological well-being. An underserved segment of this target audience is sexually active males and females who participate in marital and extramarital sex, hetero and homosexual alike. Keeping in mind the growth in AIDS cases in the region, and lack of effective awareness around the topic, the client needed to address this topic objectively. Taking into account the context of the region, the historical efforts in addressing the issue (awareness was typically rooted in the religious interpretations), we felt the need to address the issue objectively and in an authentic way that speaks to the new generation of youth in the region from a non-religious angle, and by putting the viewer in the shoes of someone who thinks they contracted the virus.

The Insight / Breakthrough Thinking (30% of vote)

The strategic process started with the need to find an effective approach to address the topic of AIDS and safe sex. From our contextual understanding of the market, the history of the brand, interviews with various Gulf citizens, and our heuristic data about the target audience (given our extensive digital productions targeting similar audiences), we arrived at the breakthrough that rather than being direct with the communication of the client’s messages, we need to present this in a drama/dark comedy short film format that is true to the reality of the situation, but still being careful enough to not make the audience uncomfortable with the boldness of the technique.

The Creative Idea (20% of vote)

Through interviews with the target audience, and researching previous campaigns from various government and non-profit organizations, we noticed a common theme of religious rhetoric around the topic. We proposed to the client a completely new and fresh approach that addresses the issue objectively and authentically. Additionally, from our experience in creating creative content for the local region, we noticed that viewers appreciate seeing characters that reflect their everyday lives and reality, especially in comedic and relatable situations. We married both insights and proposed a fresh take on the issue that positioned Salamatak as a young and relatable brand, despite the fact that the brand is roughly 40 years old.

The Outcome / Results (20% of vote)

The perception of Salamatak changed with this campaign and paved the way for more daring campaigns, allowing the brand to challenge some of the preconceived notions around taboo public-health-related topics that need to be addressed in the region. Following the release of the campaign and its divisive reception, various health ministers from the region commended the client for their brave approach to educate people about such a sensitive and important issue, and multiple researchers in the field of public health awareness started working on research papers tackling “daring tones in public health awareness”. Additionally, the film started a dialogue around the importance of objectivity in public health awareness and the ineffectiveness of religious discourse only to address health issues in the region.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

For the first time in the region, the topic of AIDS and safe sex were addressed in a bold approach that reflect the reality of the situation, without tiptoeing around it or hiding health communication under the guise of religion.