How do you convince people that even though Type 2 Diabetes may not happen suddenly, it should still be treated with the same seriousness and respect that we give to immediate dangers?
This tongue-in-cheek campaign for Diabetes New Zealand brought forward the negative impacts of poor eating and exercise as if the dangers were immediate - to highlight the fact that the danger is real.
Text and website responses, the main measures of success, exceeded all expectations.
Consumer channels: Radio. Print. Website. TXT response.
Awards: IPA Best of Health Awards - Silver & Bronze. Healthcare Clio Awards - Bronze.