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As dangerous as diabetes
Challenge
Type 2 Diabetes develops slowly over a number of years, often caused by poor diet and lack of exercise. We needed to convince people that even though it was slow, Type 2 Diabetes was still very dangerous with some very real – and terrible – consequences such as blindness, limb amputation and death.
Outcome
This tongue-in-cheek campaign brought forward the negative impacts of poor eating and lack of exercise - as if the dangers were immediate. This highlighted the fact that the danger is real and should still be treated with the same seriousness and respect that we give to immediate dangers.
Text and website responses, the main measures of success, exceeded all expectations.
BRAND: Diabetes Awarness
CLIENT: Diabetes NZ
CONSUMER CHANNELS:
Radio, Print, Website.
AWARDS:
IPA Best of Health Awards - Silver & Bronze. Healthcare Clio Awards - Bronze.
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