The Campaign

“Don’t talk about diabetes” Although Jom Mama is about the prevention of diabetes, the targets (young couples) didn’t associate themselves with the disease. We decided to shift the campaign’s focus to be about “the couple” first, and “diabetes” second. There were four aspects of the couple’s interest we focused on; their health, their future, their relationship and their future babies. “8 months” We added focus on Jom Mama’s timeline, 8 months, because the targets were mostly millennials who needed to see quick results. “Us” The idea of being healthy together for young couples was a very positive idea. We used this idea to begin a conversation about health and eventually direct the targets towards Jom Mama as a solution to become healthy.

Creative Execution

Visual dentity & tonality: We decided that the campaign must feel positive, personal and visually appealing to the target. Most clinical information was stripped out. A series of fun illustrations was created. Only easy–to-understand diabetes content was used to educate about the disease. Bunting & Posters: Bunting and posters were the campaign’s drivers. “Give 8 Months. Become a healthier “US” was the headline giving a promise of how Jom Mama could make the couples become healthy. This encouraged them to seek out more information about Jom Mama. Brochure & Website: Brochure and website were the conversion points of the campaign. Both shared similar content of educational, self-diagnosis and encouraged couples to sign up. Presentation Deck: The deck was designed to educate and entertain the audience. It encouraged people to reassess their lifestyle and their health status. The presentation ended with how Jom Mama could help them become healthier.

Within 3 months of the campaign launch, the sign-up rate surpassed the target by 20%. Jom Mama was able to close the recruitment on-time and gain extra samples for their trial.

We used various types of below-the-line media to generate interest about Jom Mama. These media were bunting, posters, health-related lunch & learn sessions, a brochure and a website. Combined, these contributed to a sign-up rate surpassing the target by 20%. Similar to other clinical trials, Jom Mama had strict criteria pertaining to the participant profile. The recruitment campaign was tasked to bring as many young couples to sign up as possible. After this, the healthcare providers would conduct a pre-screening test to select those who were eligible for the programme.

Clinics Strategy: Jom Mama brochures and bunting were distributed in 20+ clinics around Seremban. We focused on the government clinics who offered a health screening test prior marriage (a requirement for Malay Muslims). Family planning doctors, gynecologists were well-informed about Jom Mama and were ready to introduce the programme to the young couples. Workplaces Strategy: Twice a month, the Jom Mama recruitment team would conduct a health-related lunch and learn in both the public and private sectors. This to cover the non-Muslim couples. A well-designed presentation deck was crafted specifically for this. Online Strategy: The website was revamped and launched along with a new brochure, posters and bunting. This was to give people more access to information about Jom Mama and to encourage them to sign up.