2020/2021 Winners & Shortlists

Background

Salamatak is a joint public health awareness family-focused initiative from the countries of the Gulf Cooperation Council. It has established a wide acceptance and a deep-rooted legacy since its first release on television in the early 1980s. This episode “Strokes” marks the transformation of Salamatak and its new identity and revamped strategy “Digital Educational Entertainment”, where a topic as serious as strokes is brought up in an interesting and light way with clear messaging on what signs to look for in case of a stroke, and what to do when a stroke is suspected since early stroke signs are very subtle.

Describe the strategy

Workshops and focus groups with experts were conducted to identify the topics that needed to be tackled in the video. The content was developed based on the gathered data and shared with the experts to review and give feedback on. TA: (consumer demographic / individuals / organisations )M/F 18-65. The video was released on Twitter, Instagram, and YouTube, and was heavily shared on WhatsApp to ensure high reach for potential targets (individuals susceptible to strokes and their relatives). Stages of engagement span from awareness, consideration, and preference, to action, loyalty, and advocacy. During the research phase, it was identified that this topic is currently at a very early stage “awareness”, so to ensure maximum efficacy, we made sure that the content laser focuses on moving the target audience from the awareness to consideration phase, where they would understand the issue and have a clear action plan on what to do.

Describe the execution

The execution phase took roughly 3 weeks of development and execution, where the content was shared with a producer, who worked closely with a director to develop a visual treatment. Both the script and treatment were shared with a committee of experts (doctors, physicians, and public health specialists) to review. Once approved, production took place with the supervision of the committee and drafts were shared for feedback and approvals. Following that, production took place over 4 days of pre-production, 1 day of shooting and, 5 days of editing, coloring, music, and sound mixing.

List the results

The episode was shared on different social media channels and amassed 1,467,988 views across Twitter, YouTube, and Instagram.