Challenge

The Ministry of Health's drive to raise awareness of diabetes was a life-changing campaign – one that needed us to deliver the message in a no-nonsense and instantly memorable way. 

The campaign was launched on World Diabetes Day for maximum impact – and The Ghostwriters was commissioned to develop the all-important campaign slogan, and TV and radio scripts. 

The message needed to be conveyed in a direct manner – like a wake-up call. And, to successfully reach a whole community, the campaign had to be simple, easy to understand and memorable. 
 

Solution

The Arabic word for 'diabetes' is 'Sukkari', which means 'sugar'. Inspired by the sweet nature of sugar as opposed to the bitter consequences of diabetes, we came up with the widely acclaimed Arabic slogan: Life is sweet, Diabetes is bitter. 

Simple, uncomplicated and a memorable play on words, this slogan conveyed the message behind the campaign quickly and effectively. It was a serious message, yet easy to 'swallow'.