Communication · ROOTS PR
Novartis: Diabetes, Hypoglycaemia & Healthy Fasting
Turning a Ramadan health concern into an expert-led conversation, and keeping Novartis top of mind.
- RM 700K PR value
- 10 Media publications
The Challenge
A timely health conversation.
During Ramadan, brands chase PR opportunities as consumer spending rises, Southeast Asia sees a 52% online sales uplift, with shoppers buying groceries and gifts. Novartis saw a chance to drive expert discussion on a health concern genuinely relevant to fasting Muslims.
The Solution
Expert voices, real stories.
Novartis addressed sugar management, a concern for fasting individuals and diabetic patients during Ramadan. ROOTS PR organised an educational media workshop on hypoglycaemia and diabetes, hosted by medical professionals and a Muslim diabetic patient. Six media publications attended, with follow-up radio coverage on BFM’s Health & Living show.
The Impact
Relevant, and remembered.
Coverage reached 10 major media publications serving Muslim-majority audiences, generating nearly RM 700,000 in PR value. The BFM interview added post-event exposure, helping Novartis stay relevant and top of mind through Ramadan.
A genuinely useful health message, delivered when it mattered most.
