We started with something that they relate to, we went back to their childhood and used the mythical monsters their elders used to tell them about. The monsters were released on social media with posters stamped in Red “Not real”, people started talking & recalling the old myths! After that, the same posters were ripped to reveal the real monster; Diabetes!

then we posted the video which utilized a very popular approach used by Saudi content creators, Dark Comedy! Diabetes was given a twisted personality and introduced as a real person that talked about himself and his plans for the future under a hashtag that translates to “Stop him”.

The “Diabetes Man” got even more personal after he was introduced to Twitter! He was tweeting, and interacting with certain keywords like (dinner, rice, etc.) to remind remind people of his existence. Organs affected by diabetes also joined the conversation.

We were very keen on implementing the movie at the highest level possible. The timeline was divided as: one week for creating the idea, 10 days for writing the scenario, 10 days for the storyboard, two shooting days, one week for montage, and finally 3 days to review and edit. as a product placement, we implemented the ministry's logo on the insulin bags, to point the Ministry's efforts to provide healthcare to people.

People started talking, engaging and challenging diabetes, not just online!

The video generated more than 3,200,000 views on social media, it was ranked the 9th in YouTube's most popular videos in Saudi Arabia that week. In twitter celebrities from different backgrounds and countries posted it in their own accounts. The hashtag got around 122 million impressions. It also spread to social messaging apps, schools, and colleges, and gained publicity on MBC and Al-Arabiya the most popular networks in the MENA region. in Google trends the search for the Arabic word of “diabetes” reached an all-time high, 2 days after the video. the earned media was around 1.7 million compared to the budget 32,000.