JARALLAH MEDICAL — HEALTHCARE / MEN’S HEALTH AWARENESS
Stay Stashy — خلك شنب
Cast the fraud and the fix as the same man.
MY ROLE
Campaign strategy and creative direction, developed in-agency.
THE CHALLENGE
Get Kuwaiti men to book a prostate check during men’s health month. The barrier was shame, distrust, and a wall of pseudoscience offering an easier answer.
THE INSIGHT
“Khallak Shanab” is a familiar expression connecting moustache and masculinity. The campaign turned that language back on the audience: getting checked became the more masculine action.
THE THINKING
You can’t argue a man out of shame, but you can make him laugh at what he’s hiding behind. We cast Kuwait’s most admired comedic actor as both the fraud and the fix, so the audience catches itself agreeing with the wrong man first.
THE OUTPUT
A two-part digital series, the campaign line in English and Arabic, and the supporting content system.
THE OUTCOME
The line and creative device were subsequently echoed by other regional health providers.
Part One
Part Two