American Hospital
Project Name: Awareness Campaign
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Challenge:
The American Hospital in Dubai wanted to highlight its world-class facilities and doctors, and thus differentiate the hospital among the other hospital and clinics in the region.
Solution:
Target certain segments within the hospital where American Hospital had a distinct competitive advantage vis-à-vis the other regional hospitals; heart treatment and cardiology. BPG created several ads introducing their highly credentialed doctors in these two clinical specialties.
Novartis
Project Name: Dynamisan
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Challenge:
Novartis was launching their dietary supplement, Dynamisan, which is formulated to complement the diet to help maintain the body's essential biochemical systems, into the UAE market.
Solution:
Since this new produce is targeted at consumers in the 20-35 age group who have hectic lifestyles and are not eating a balanced diet, BPG created ads that depicted their lifestyle.
Dubai Bone & Joint Centre
Project Name: Corporate Awareness
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Challenge:
How to take a specialist medical clinic in Dubai and increase its client base.
Solution:
Humanize the medical experience. We combined expert testimonial (introduce specialist doctors in our communication) with actual client medical traumas. We used X-ray visual descriptors to show how a patients bones and joints were affected by their accident and what the clinic was able to do to ensure that their patient go back on their road to recovery.
Cyro Save Arabia
Project Name: Awareness Campaign
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Challenge:
Cryo-Save sets the highest quality standards in stem cell storage, as it aims to make an important contribution to fight possible life-threatening diseases in the future. Collecting stem cells is easy and non-invasive. How to get parents to store their child’s stem cells now for possible use later?
Solution:
BPG developed a campaign called ‘Secure the Future’. We created a collateral kit providing all information about stem cell storage and its benefits and branded a Cord Blood Collection Kit that parents could take with them to the hospital when they give birth to their children – since stem cells are collected with the umbilical cord between mother and baby is cut.
SEHA
Project Name: Exhibition Booth Design
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Challenge:
SEHA needed a new booth built for two important exhibitions. Brief was to incorporate ‘past, present, and future’ healthcare in AUH and to make it heavily branded.
Solution:
BPG proposed using curved arch inspired from SEHA’s logo. The use of logo inspired structural design was done in part to respond to SEHA’s desire that tradeshow participants know without any doubt that they are visiting a SEHA booth.
The Emirates German Fertility Centre
Project Name: Awareness Campaign
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Challenge:
How to promote The Emirates German Fertility Centre.
Solution:
BPG targets facts about fertility to promote the fertility clinic that most people didn’t realize, that smoking can reduce the male sperm county by up to 17%. The visual of the burnt match sticks representing sperm gets this point across.
VLCC
Project Name: Promotion,Tactical Campaign
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Challenge:
VLCC wanted to create a promotion for their weight loss or beauty package.
Solution:
BPG developed a ‘better half’ promotion. Enroll in VLCC weight loss or beauty package and your partner gets a free body toning and tightening package.
VLCC
Project Name: Anti-Dandruff Shampoo
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Challenge:
How to promote VLCC’s new anti-dandruff shampoo.
Solution:
VLCC’s new anti-dandruff shampoo keeps the white flakes out of your hair and off your clothes. What better way to depict this than to provide a creative visual on how VLCC keeps the white off.
VLCC
Project Name: Sunscreen
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Challenge:
How to promote VLCC’s new double protection sunscreen.
Solution:
BPG created a 2 meter high replica of the actual sunscreen bottle. We placed the sunscreen bottle on the beach and positioned a sunbathing model to rest in the shade created by the sunscreen bottle providing the message that VLCC’s new sunscreen not only protects your skin from the sun’s harmful rays.
VLCC
Project Name: Obesity
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Challenge:
How to instigate obese people to enroll for VLCC’s Weight Loss Program
Solution:
Target the health risks associated with obesity; heart diseases, high blood pressure, cholesterol, cancer and strokes. VLCC offers help to lose weight without surgery, so creative tackled the ‘bulge’ visually by saying ‘YES’ to losing weight now.
VLCC
Project Name: BMI
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Challenge:
Traditionally, VLCC has been known to offer comprehensive weight loss programs to overweight/obese people. The idea was to craft an interesting way to introduce VLCC’s AHT Slimming Treatment to the “slightly overweight” target group.
Solution:
A real time offer which took into account the “problem” (overweight in this case) among the target group and turn it in to a value proposition. “Higher the BMI and Higher the Discount” was conceptualized since a very high incidence of BMI is prevalent among obese people. Health risks associated with obesity were also incorporated in the communication to increase the sense of urgency.
Dubai Autism Center
Project Name: Helping Hand
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This piece of direct mail demonstrates just how easy it is to reach out to those with autism. The purpose was to heighten awareness and encourage contributions towards this worthwhile cause in a very graphic and simple manner, while still maintaining the importance of this little know syndrome.
Health Authority of Abu Dhabi [HAAD]
Project Name: Corporate TV COMMERCIAL
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Challenge:
In today’s busy environment, not enough people are taking the time to think about their own health
Solution:
To introduce the HAAD Visibility Campaign, BPG produced a 60” Corporate TVC that emphasizes the message of taking time to think about your health. The TVC shows many familiar scenes in the life of people in Abu Dhabi where choices need to be made; playing games, eating dinner, shopping, playing music, going to movies, or working.
HAAD
Project Name: H1N1 (Phase 3)
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Challenge:
Following the phase 2 H1N1 alert in Abu Dhabi, many families went on summer holiday. Families returning to Abu Dhabi and entering their children into Fall classes at school were worried about H1N1.Rumors were rampant, no information was available, and parents were keeping their kids out of school.
Solution:
BPG had 72 hours to create a campaign to run in the local press and leaflets for schools that would inform parents about H1N1, its symptoms, who was at risk, how to stay healthy, and what to do if your child did get sick.
Health Authority of Abu Dhabi (HAAD)
Project Name: Swine Flu Phase 2
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Challenge:
After the World Health Organization elevated Swine Flu to Pandemic, HAAD needed a mass media campaign to educate the public.
Solution:
BPG created a campaign based on Swine Flu Explained; What is it, What are the symptoms, If I catch it, How to protect yourself and what to do when traveling.
Health Authority of Abu Dhabi (HAAD)
Project Name: Road Death TV Commercial
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Challenge:
There has been no communication related to the use of cell phone for traffic injuries. Almost 2/3 of fatal child injuries in the UAE are due to road traffic injuries.
Solution:
The TVC depicts a situation that is very familiar to all drivers; not paying attention to the road while texting. Though instead of almost hitting a child, the driver only brakes for unseen red light.
Health Authority of Abu Dhabi (HAAD)
Project Name: Anti-smoking TV Commercial
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Challenge:
The huge insight is the fact that children of smokers are 3 times as likely to start smoking as children of non-smoking parents.
Solution:
BPG tugged at the heart strings in a ‘cats in the cradle’ –like TVC. The son is very proud of his father and imitates all of his ‘grown up’ actions; shaving, dressing, reading the newspapers. Unfortunately on these imitations is of his father’s smoking habit.
Health Authority of Abu Dhabi (HAAD)
Project Name: Obesity TV Commercial
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Challenge:
An increasing sedentary lifestyle among Emirates was leading to increased obesity. One of the main aspects of an improved quality of life was the lack of simple exercise taken daily.
Solution:
In order to get people to walk more, this TVC uses humor to depict a woman enticing her husband to go to the store to pick up some grocery items for her. He instinctively takes the car – but she hid the keys forcing him to walk a few blocks to shop.
Health Authority of Abu Dhabi (HAAD)
Project Name: Cardiovascular TV COMMERCIAL
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Challenge:
The best way to communicate forceful message about healthy living is to do it in an entertaining manner.
Solution:
The best way to communicate forceful message about healthy living is to do it in an entertaining manner.
Health Authority of Abu Dhabi (HAAD)
Project Name: Breast Cancer TV Commercial
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Challenge:
Women are too busy worrying about others in their family to take concern with their own health prevention
Solution:
TVC focuses on ‘Post-It’ notes. The mother places short messages reminding them of important health tips. This motherly instinct is reversed when her family leaves her a note reminding her to not to forget her annual breast exam
National Rehabilitation Centre
Project Name: Stakeholder's Campaign Phase 1
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Challenge:
The UAE has been witnessing an increase in substance abuse and a decrease in the age bracket of first time users. To seek the support of stakeholders in the community on these various issues, BPG was asked to develop a communications campaign that targets stakeholders.
Solution:
Based on research findings and substance abuse insights, BPG developed a three phased campaign to target stakeholders. Phase I utilized a global statistic and localized it to reflect the cost and impact of substance abuse on the economy. It then linked this statistic with multiple Abu Dhabi landmarks. Campaign message: Did you know?
Health Authority of Abu Dhabi (HAAD)
Project Name: Health Insurance
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Challenge:
In Abu Dhabi health insurance not only protects you and your family, it is the law. The problem is that many employers and sponsors let policies expire without renewing them on time, causing the employee to lose their benefits and placing the cost of medical emergencies squarely on the shoulder of employers and sponsors who were negligent. How to raise awareness?
Solution:
Show the many varied situations how one’s health is always at risk – in the office, in the park, on the work site, or even picnicking with family in the desert. Campaign: Print, Outdoor, and radio campaign used graphic drawings to show situations where one’s health could be at risk. Leaflets were distributed to workers at job sites in five languages to build awareness about the campaign to those who could not be reached through traditional ATL mediums.
Health Authority of Abu Dhabi (HAAD)
Project Name: Child Seats Campaign
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Challenge:
Fatal road traffic injuries are second leading cause of death in the Emirate of Abu Dhabi, accounting for 14% of all deaths. As there is no law in the UAE enforcing the use of car seats, there is a huge gap in knowledge regarding car seat importance.
Solution:
We used the insight that children are like flying projectiles in a vehicle if not strapped in and there is an accident or sudden stop. Though kids love ‘to fly’, this is not the type of flying parents want their kids to do. Also, when flying, it is like kids have wings. But angel wings (death) are not the wings we want are kids to have.
Health Authority of Abu Dhabi (HAAD)
Project Name: Road Safety Campaign
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Challenge:
Abu Dhabi has one of the highest rates of road traffic injuries in the world. As a way of combating this, HAAD launched a road safety campaign based on speeding and seatbelts.
Solution:
Through research that BPG conducted for HAAD, it was shown that road safety messages that use guilt or fear to change driving behavior, have little effect, especially among the youth. Young people are much more inclined to listen to messages from positive role models. Therefore, BPG leveraged the influence of Sheikh Khalid Al Qassimi (BP-Ford Abu Dhabi World Rally Team) as the role model for this campaign to influence safe driving and responsible behavior on the road. Campaign message; Drive Safe. Save Lives.
