Giving a voice to those living with diabetes
CLIENT: DIABETES UK
PROJECT: THIS IS DIABETES
We talked to those living with diabetes and were told they wanted to feel seen, heard and understood. Also, from tapping into conversations online we discovered that many people had a limited understanding of what diabetes was actual like to live with, and what they thought they knew was often based on misconceptions.
70%
Total UK adult
population reached
87%
Of people with diabetes agreed the campaign was reflective of what life with the condition is really like
8,000+
Signed up for
deeper content
+15%
Increase in people with
diabetes choosing to
give to Diabetes UK
Over the years Diabetes UK have spent a lot of time and effort focused on prevention and for good reason. However, this has led them be seen as rather clinical and cold by the very audience that they’re there to support, the 5 million people in the UK who live with diabetes.
Our This is Diabetes campaign brings to life the ’hidden,’ relentless, world of diabetes through the stories of the people who live with it day in, day out. True to our human centred approach, the script for the TV ad was inspired by the words and experiences of real people. And it starred real people, shot in their everyday locations across the UK.
The mulit-channel campaign launched nationally on ITV on 6th October on Good Morning Britain, with spots during Coronation Street and ITN News. It also ran across VOD, Video, Radio, Social and supporter comms.
Director: Chris Fowles through Hoi Polloi
Media was handled by Medialab
