With Egypt being one of the top 10 countries with high rates of diabetes, you can probably tell how prevalent the lack of health awareness is. So when Merck, a leading company for high-tech products in the pharmaceutical, chemical and life-science sectors, decided to initiate a diabetes awareness & prevention national campaign, we couldn’t be more thrilled to be the first to help. Trouble is, the campaign aimed at reaching out to a whopping 300,000 citizens across Egypt, persuading them to conduct free diabetes screening.
First off, we created Facebook, YouTube and Twitter platforms to reach out to the maximum number of audiences possible and then developed a content strategy specifically made to create a tremendous digital hype. We focused on exceptionally engaging content with simple call-to-actions embedded, used realistic testimonials from an on-ground perspective and, of course, shared videos of medical advice from the professionals for additional credibility. A catchy name to the campaign was vital, as well as visuals and copies to immediately stop the fans in their shoes.
This was all done in parallel with developing a user-friendly, Facebook application to direct fans to screening locations.