Dr. Saliha Afridi
Advocating for Changing in Metal Health: A Cause within a Community
THE BRIEF
As mental health conditions tend to carry shame and secrecy, our work with Dr Afridi had the important objectives to drive forward change, challenging this perception to have it become just as ‘unloaded’ of a topic as speaking about physical illness, all the while breaking down the barrier between physical and mental health to encompass both as just “health”. This piece of work is focused on very strategic communications, managing not only general population sentiment on a global issue but also stakeholder management with aspects of public affairs due to our policy change mission of making mental health coverage mandatory for even the most basic of insurance policies as well as mandatory to be included in school syllabi. Our strategy and vision focused on making mental health practices more accessible through licensing and insurance reforms, changes within the education system to teach about mental health and emotional and mental wellbeing from a young age, and taking a preventative approach to mental health rather than treatment based.
THE DELIVERY
We focused on placing Dr. Saliha Afridi in top-tier regional business and consumer print, online, and broadcast media, as well as securing opportunities to speak across digital platforms such as podcasts and Instagram Lives. We focused strongly on initiating strategic partnerships with like-minded entities that share the same mission of health and wellbeing, be that mental, physical or otherwise. We’ve aligned with brands such as Fitbit, Asics, Re:Set, DMCC, Volkswagen, Underarmour, the UAE’s Ministry of Happiness, and more. These partnerships have allowed us to spread our positive messaging and educate new groups of individuals to who we otherwise weren’t speaking directly.
In terms of Dr. Saliha Afridi’s personal profile being authenticated as the face of mental health in the region, we focused beyond thought leadership and partnerships. Atteline secured the ‘blue tick verification’ on Instagram for Dr. Saliha’s personal profile, cementing her as an authority in this space. She has also been recently nominated as the Business Leader of the Year, Healthcare Industry, at the Gulf Business Awards 2021, with the award results still pending.
THE OUTCOME
Build brand awareness – With a total circulation of over 189 million, we got our brand in front of new audiences. We saw a total PR value of US$ 427,511,933.
Manage brand reputation – Through 100% key message penetration in our thought leadership pieces, our brand was portrayed in a positive light.
Established thought leadership – in the mental health space through over 400 of thought leadership pieces secured.
Reach new audiences to further brand reach – A total of 20+ strategic partnerships with top global brands such as Under Armour, Asics, FitBit, Volkswagen and more, also having secured meetings to inform policy change secured with the likes of KHDA, key insurance providers such as AXA, and more.