Finalist
The Facts About Fasting During Ramadan
With support from: GCI Health
Summary of work
50 million Muslims worldwide with diabetes choose to fast during Ramadan despite contrary advice from physicians and religious authorities. Merck Sharp & Dohme (MSD)’s ‘The Facts About Fasting During Ramadan’ was the first ever global campaign by a pharmaceutical company to help this huge patient population and address this critical unmet need. The 2015 campaign, which has evolved significantly since its inception in 2011 and year-on-year, was delivered via new high impact content, via channels previously not utilised to reach this important population and expanded across an unprecedented number of markets for a programme of its type. The addition of key engaging assets, such as the animated mini-series, extended the reach of a previously purely media-focused initiative. The campaign achieved what mattered most - the activation of patients to proactively plan for the fasting period - making it MSD’s most successful patient education initiative to date.
Judges’ comments
This was well-executed and bold campaign that addressed a clear and significant issue and patient need, with a culturally sensitive approach.
