Evaluate & Correct
(Your Health)
Challenge Yourself in Ramadan

Client: Bupa Healthcare
Agency: HAVAS Worldwide/ Jeddah
Project:
Award winner, 360 integrated CSR & brand awareness campaign
Role:
Concept, Calligraphy/Typography, Master artwork, senior art-direction, drawing, UI mobile app design, Copy-writing, leading, supervising and directing (print, video, audio, web, mobile, outdoor, activation )
 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, 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 month, the season of healthy habits and religious commitments, such as stoping food/drink all day-time (fasting) 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 bad deeds, but over time people started eating and drinking too much on their evening breakfast, which make them so lazy and sleepy, they become sometimes super fat within 30 days of fasting.
Challenge/ Objective:
It's 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 directions. empowering the brand awareness in a 360 integrated CSR campaign basically.


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.
"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.





Logo Design & Calligraphy
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.



Shocking Facts & Figures

The Will Challenge, Stop Your Smoking!
Fact 1: More than 28% of children are choosing to buy cigarettes from stores trying to imitate their parents!
Fact2: More than 33% of children deaths are of smoking mothers!

The Fitness Challenge, Walk Your Heart!
Fact 3: One Step moves 200 muscles in your body!
Fact 4: The number of deaths of laziness and lack of fitness is close to the number deaths of smoking!

The Thinness Challenge, Reduce Your Weight!
Fact 5: In Ramadan... Breakfast of a family of 4 people, is enough for 10 people in another families!
Fact 6: to burn 1 kg of fats, you need 18 hours of ongoing workout!
Silver Marketing Effectiveness Award 2014
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.


Video Story Board, Script & Drawing by Firas Bachi
Animation (motion-graphics) video:
was produced for social media channels & booth screen.
My Work: Associate creative direction, Conceptualizing, Calligraphy, Typography, Illustration, Scripting, Copy & Story, Story-boarding, and Video directing.
Production Studio: Wid video/audio production studios.
Bottle-neck tag says (Walk your Heart), giveaways to all walking practitioners.
People's 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.
THANK YOU FOR WATCHING

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