2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

We start with a person that receives a phone call from the blood bank after a recent donation, asking him to visit them to meet the manager of patients’ relations and refusing to divulge any further details. The hero sets on a journey of stress and anticipation, and starts calling various people from his life that have engaged with him, or along with him, in promiscuous relationships. From a girlfriend, to a friend he parties with, to an alluded boyfriend, they all deny the possibility of them being responsible. He walks into the blood bank to find out that he was invited to a celebration, on account of him being the 1,000,000th donor. After experiencing this tense trip, either vicariously through our hero, or through previous experiences, the viewer is immediately presented with what they need to know in a light and direct animated infographic section.

Cultural / Context information for the jury

Given the conservatice nature of Gulf countries, certain, especially taboo, topics, such as safe sex, sexually transmitted diseases, and sexuality in general, have not had their fair share of health commuication outside of religious discource and communication, which historically proved ineffictive with the topics of sexuality.

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.