We recently teamed up with APCO Worldwide and global health services company Cigna Insurance Middle East. We were tasked to deliver a broadcast campaign for a UAE wide stress care initiative. This would encourage UAE residents to ‘See Stress Differently’.
In the UAE, close to 22 percent of residents face unmanageable levels of stress, according to the Cigna 360⁰ Well-Being Survey 2019. As part of the campaign, Cigna launched a stress care platform that took physical readings of a person’s brainwaves, heart rate and skin response. It then produces a Stress Portrait, a real-time rendering of the data.
UAE residents were also given the chance to experience Cigna’s stress visualizations in real-time, at a Cigna activation in Mall of the Emirates from October 11th – 17th. The aim of which was to help empower people to take control of their overall health and well-being. After completing the stress visualization assessment, people could create a simple, actionable plan to help them proactively manage their stress.
Tasked with creating awareness around Cigna’s initiative and supporting with driving foot fall to the activation + website, we recommended a strategy which focused on building an editorial story that complemented the Stress Care activation and Cigna’s 360⁰ Well-Being Survey.
This was delivered through a Video News Release package in English and Arabic, which involved filming interviews with Jerome Droesch, CEO of Cigna – MENA and an independent medical professional, and utilizing Cigna’s brand assets to turn the edits around quickly to optimise newsworthiness.
As a result, the video announcement was placed in top tier UAE titles such as Arabian Business, Gulf Business, AME info, Khaleej Times and ARN News Centre amongst others. Overall, the campaign has 18 coverage pieces secured to date, with highlights including a three-minute news report on Emirates News – Dubai TV and a live broadcast interview with the Cigna’s CEO secured on Dubai Eye 103.8 FM.