Description

Problem
In Kazakhstan, type 2 diabetes is growing fast — especially among youth. Cases among children under 15 rose by 66% in 7 years. But too teens early symptoms like fatigue or mood don’t feel like illness — they feel like heartbreak.
Idea
We turned sad songs into a health warning. The GreaTest Hits was a playlist where each track mirrored a symptom of type 2 diabetes. A health checklist, disguised as a breakup mixtape.
Execution
In partnership with 98 MAG, we launched the playlist with the line: “Is it love — or a sickness?” A QR code led to songs like “I’m Exhausted” and “Old Wounds Won’t Heal”. We even released an original track that explained the idea — hidden among real heartbreak hits. While teens were healing, they were learning.
The campaign started in May 2025.

Credits

General Manager: Dmitriy Volkov
Business Development Director: Arthur Karabajak
Creative Director: Nail Muratov
Group Head: Dariya Orazbayeva, Yerkebulan Kaliyev
Art Director: Vladimir Niy
Designer: Baurzhan Darmenov
Copywriter: Adelya Yermakova