Evaluate & Elevate You Health. Challenge Yourself in Ramadan!
Client: Bupa Healthcare
Agency: HAVAS Worldwide/ Jeddah
Agency: HAVAS Worldwide/ Jeddah
Project: Award winner, 360 integrated CSR & brand awareness campaign
Role: Creative direction Concept, Arabic Calligraphy/Typography, Master artwork, senior art-direction, drawing, UI & UX mobile app design, Copy-writing, leading, supervising and directing (print, video, audio, web, mobile, outdoor, activation )
Award: Silver Marketing Effectiveness Award 2014, Summit International Awards,
Other Credits of creative and account management:
Elie Khairalla, Firas Bachi, Ali Ghazi, Faisal Saeed, Faisal Shamim, Anwar Khan, Ammar Bardisi, Basim Assad.
Year: 2013
(Bupa: pronounced /buːpə/) is an international healthcare group, based in UK, serving over 22 million customers in over 190 countries. Bupa.com
Background:
Ramadan is a Muslims holy month, the season of self-control, through practicing healthy habits and religious commitments, such as fasting (stopping food and drink all day long) in order to remember the less fortunate and sharing food with them, while practicing prayers standing all night long, and avoiding all bad habits and deeds.
Challenge/ Objective:Over time, people started eating and drinking too much on their evening breakfast, (Iftar) which makes them lazy and sleepy, they gain weight due to the wrong fasting and the lack of physical activities.
It has become a perception in peoples' mindset to start blaming on Ramadan for laziness and gluttony that may occur, the challenge was bringing back the original perception of Ramadan as a healthy-fasting-active month, dishonoring bad habits like gluttony/obesity and smoking, while encouraging good habits like fitness and walking, and giving practical solutions will improve person's healthy habits while empowering the people's bonds which is originally inspired by the true Islamic teachings, empowering the brand awareness in a 360 integrated CSR campaign.
Campaign logo:
It was designed using both classic and modern typefaces; classic Althuluth calligraphic script that was used in the Holy Quraan, and modern using the official brand typeface. The 2 crescents were added to illustrate the concept of the beginning and end of the holy month. The grungy old effect was there to complement the traditional Islamic classic style.
Actions:
The campaign was published on all digital, indoor, in-mall, outdoor, print, gift items, and social media, all challenges were managed by a mobile-app, that engaged people into an actual experience to contribute to the challenges and share their health improvement results with friends on social media. thru an activation and sporting event for 30 days during the holy month.
The campaign was published on all digital, indoor, in-mall, outdoor, print, gift items, and social media, all challenges were managed by a mobile-app, that engaged people into an actual experience to contribute to the challenges and share their health improvement results with friends on social media. thru an activation and sporting event for 30 days during the holy month.
Logo Design & Calligraphy
Campaign:
Inspired by the Qur’an phrase says {God won't change people till they change what's within themselves}, the idea was coming up with an engaging campaign for the public that brings awareness to Bupa healthcare and links it to Ramadan's healthy habits.
Inspired by the Qur’an phrase says {God won't change people till they change what's within themselves}, the idea was coming up with an engaging campaign for the public that brings awareness to Bupa healthcare and links it to Ramadan's healthy habits.
"Challenge yourself " was the campaign, divided into 3 Challenges; 'Fitness Challenge' (Walk Your Heart), 'Will Challenge' (Stop Smoking), and 'Thinness challenge' (Reduce your Weight), while highlighting shocking but real facts and figures about obesity and hunger, smoking dangers and walking benefits, bringing out many healthy habits for the healthy month.
Style: Islamic pattern on the parchment that illustrated a sense of authenticity and aging, using actual Quraan scriptures, with current facts and figures.
More than 28% of children are choosing to buy cigarettes from stores trying to imitate their parents! The Will Challenge. Stop Your Smoking!
One Step moves 200 muscles in your body! The Fitness Challenge. Walk Your Heart!
In Ramadan... Breakfast of a family of 4 people, is enough for 10 people in another families! The Thinness Challenge. Reduce Your Weight!
More than 33% of children deaths are of smoking mothers! The Will Challenge. Stop Your Smoking!
The number of deaths of laziness and lack of fitness is close to the number deaths of smoking!
The Fitness Challenge. Walk Your Heart!
To burn 1 kg of fats, you need 18 hours of ongoing workout! The Thinness Challenge. Reduce Your Weight!
Silver Marketing Effectiveness Award 2014
Healthcare/Medicine category
Healthcare/Medicine category
BUPA wanted the people of KSA to celebrate their Happiest and Healthiest Ramadan yet! A mobile app was launched to help users actively and easily improve three main health areas: quitting smoking, eating healthier and increasing exercise, whilst being on the go. It was called the Ramadan Health Challenge.
After setting their goals, users could then track their progress in real-time, and share their successes with family and friends via a linked Facebook app.
To help keep users on track, BUPA sent specific daily tips and timely reminders from their health experts. This was also supported by on-ground events and social media community management.
Result:
At the end of the 1st week of launching the campaign, we hit 3 times mobile app downloads, and 5 times youtube views, people started getting engaged and interacting and practicing the good healthy habits and avoiding the bad ones linking with Bupa as the best partner for health care.
At the end of the 1st week of launching the campaign, we hit 3 times mobile app downloads, and 5 times youtube views, people started getting engaged and interacting and practicing the good healthy habits and avoiding the bad ones linking with Bupa as the best partner for health care.
Video Story Board, Script & Drawing by Firas Bachi
Bottle-neck tag says (Walk your Heart), giveaways to all walking practitioners.
People's engagement and interaction with the Health Challenges Booth in Redsea Mall, Jeddah. People expressed their intentions and commitment to good habits in Ramadan. They shared their experience on the social media, and it went viral. People came to Bupa booth to measure their weight and know their ideal figures.
Organized a special night-time sporting event, public walking and sport activities with a trainer for the whole month in association with the campaign and the health challenge mobile app.
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