In a bid to tackle iron deficiency in Cambodia, it was discovered that cooking with a block of iron can help increase iron intake. The challenge was to encourage people to cook with that block of iron but by shaping it into a fish (a symbol of good luck in Cambodia) its usage was encouraged. The outcome was a 50% drop in iron deficiency after 9 months and 2.6 billion global media impressions.
In the category of PR in Cannes Lions 2015 Lucky Iron Fish won GOLD in Healthcare & Wellbeing.
ad agency: Geometry Global (Dubai office)