Dubai Sets an Odd World Record for Diabetes Awareness

There are a few “old faithfuls” in the world of PR, chief among them the press release, the byline, and the deskside brief. Of course, we would be remiss if we didn’t mention the stunt.

Every brand is looking to do something that will attract the affection of its consumers and create some sort of mass push. Some clients call it “virality,” and then our toes curl as we try not to swallow our tongues.

One of most common groups to exercise the stunt is the non-profit organization (look no further than the “Ice Bucket Challenge“).