Diabetes Awareness - Merck Serono
From Health Challenge to National Movement
The Vision
In collaboration with the Ministry of Health and Prevention (MoHAP), Merck Serono, and key health authorities including Dubai Health, Emirates Health Services, and Abu Dhabi Public Health Center, we embarked on a mission to raise awareness about type 2 diabetes and prediabetes. The campaign, titled “Show Type 2 Diabetes the Red Card,” aimed to encourage early detection and lifestyle changes to combat the rising prevalence of diabetes in the UAE.
Skybridge's Approach
Recognizing the importance of this public health initiative, Skybridge was entrusted with bringing the campaign to life through a series of impactful events and activations. Our strategy centered on creating immersive experiences that would capture public attention and convey the campaign’s critical message.
What We Delivered
Drone Show Spectacle
A choreographed drone show over the Dubai Frame depicted the campaign’s emblem, symbolizing unity in the fight against diabetes.
Iconic Landmark Activations
We illuminated the Burj Khalifa, Dubai Frame, and Ain Dubai with campaign visuals, transforming these landmarks into beacons of awareness.
Extended Campaign Impact
After screening 12,000 people in 100 days and detecting many prediabetic cases, the campaign was extended for another year to reach 100,000 residents.
The Result
The campaign not only surpassed its initial screening targets but also ignited a nationwide conversation about diabetes prevention. By leveraging the power of iconic landmarks and community events we transformed a health challenge into a unifying public movement.
