Brief: Help Daman (the leading health provider in UAE) save some money, by creating an awareness campaign to reduce the thousands of  Vitamin D tests that are needlessly prescribed every year in Dubai, which is the six sunniest country on earth.

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Concept: An award winning idea that turned magazine front covers into an actual treatment for Vitamin D deficiency, by using photochromic inks to ensure that the covers could be read only in direct sunlight.