An innovative MSD program for people with type 2 diabetes who choose to fast during Ramadan recently won the prestigious Global PR Breakthrough Award at the Global PR Week Awards ceremony in London.
The Global PR Breakthrough Award recognized ‘transformative work that crosses national borders and brought a company to a new level of engagement or understanding among key stakeholders’.
The judges commended The Facts About Fasting During Ramadan as a “first class, culturally-sensitive campaign” which achieved “impressive results across markets”.
The program is the first global campaign launched by a pharmaceutical company to help the 50 million+ Muslims with diabetes who fast during Ramadan. It largely consists of an MSD microsite, www.factsaboutfasting.com, which launched in 2014 in countries around the world to provide patients with an easy and comprehensive resource to help them maintain control of blood sugar levels and effectively manage their diabetes during the fast. The microsite includes a patient information kit as well as a range of diabetes-friendly recipes from various regions.
The program has been rolled out successfully across several Middle Eastern markets including United Arab Emirates, Saudi Arabia, Jordan & Lebanon. Visit www.factsaboutfasting.com for further information and to access the program resources in Arabic.
This year, Ramadan will take place from June 18 – July 17 in the U.S., Europe, Western Asia and Africa, and from June 18 – July 18 in Asia, Middle East, Eastern Africa, Australia and New Zealand.