Action on Diabetes
Action on Diabetes (AoD) is a non-profit organisation supported by partners from across the private and government sectors in Qatar. Diabetes is one of Qatar’s greatest health challenges, and currently, 17% of Qataris are thought to have diabetes but are not aware of it. Our brief was to raise awareness of the issue among the community in a crowded space for communications around healthcare messages, and create a clarion call to action among those at risk to get tested for diabetes with AoD.
We invested in pre-campaign audience insight of Qataris’ views on diabetes, and the motivations behind successful healthcare campaigns. This provided us with the necessary insight to build an integrated campaign around the holy month of Ramadan in 2014, that:
- Involved ground-breaking retail partnerships
- Succeeded in direct delivery of messages into 100,000 Qatari homes by aligning with existing government communications channels
- Got Qatar talking about diabetes – at the supermarket, at Iftar and Suhoor, on TV shows, through radio partnerships and high visibility on social media
The campaign was awarded the CSR Campaign of the Year Award for the Middle East at the 2014 MEPRA Awards.
Students for Road Safety
Road deaths and injuries in Qatar are among the highest per capita in the world, with 12 to 18 year olds particularly at risk. Students for Road Safety was launched in 2013 to address this, under the umbrella of the national One Second road safety brand. The programme targets 12 to 18 year old students, and uses a mix of in-classroom interactive presentations and one-on-one coaching in a state-of-the-art road simulator in a bid to turn students into ambassadors for positive road safety behaviours.
We developed an integrated communications plan centred on a narrative that was informed by audience, competitor and stakeholder input, to raise awareness and encourage behavior change. As part of our work we engaged key influencers like Nasser Al Attiyah, the world renowned rally champion, and more broadly the world governing body for motor racing, the Fédération Internationale de l'Automobile, to ensure Students for Road Safety was positioned as the leading programme of its type in Qatar. Our work contributed to more than 200 students engaging with the programme and a rise in awareness levels among 12 to 18 year olds.
College of the North Atlantic-Qatar
Science and engineering subjects and skills are essential for the future of Qatar, helping to support a strong and diversified economy and fulfilling the ambitions of the Qatar National Vision 2030. Blue Rubicon worked to promote the GO ROBOT initiative, which is organised by the College of the North Atlantic-Qatar (CNA-Q), with the endorsement of the Supreme Education Council and Qatar Petroleum. This innovative education programme supports student engagement and skills in STEM subjects, teacher training and development and promotes the application of technology to enhance the learning environment for students.
We developed a compelling narrative that formed the basis of a year-long campaign to highlight and celebrate the organisers' progress in supporting and developing vital STEM skills – building student participation, engaging teachers, providing robotics kits and supporting the inclusion of robotics in IT curricula for most grades at all independent schools in Qatar.
The highlight was the success of the World Robot Olympiad in 2015, Qatar’s biggest science competition, which featured record numbers of Qatari teams. Held under the patronage of HE Sheikh Abdulla bin Nasser bin Khalifa Al-Thani, Prime Minister and Minister of Interior, the event featured 3,000 participants from more than 50 countries around the world.