Saudi Ministry of Health: Diabetes Monster

Saudi Ministry of Health, the governmental ministry responsible for the health of Saudi citizens, launched the Diabetes Monster campaign in Saudi Arabia to raise awareness about diabetes.

Campaign details

Advertiser: Saudi Ministry of HealthCountry: SAUDI ARABIA

Marketing context

The society in Saudi Arabia appreciates the comedy sense, thus we portrayed the diabetes with a character that reflects the ironic comedy. It is known in the culture in Saudi Arabia that presenting unhealthy food is considered generosity, and there was the need for the shock in the movie. Twitter was chosen as a platform because it is the most used social media platform in Saudi Arabia, and several accounts were created.

Campaign planning

We have started with something that they relate to, we went back...

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