Two campaigns about Diabetes, each made for a different audience and therefore a different approach.
The first one is the video above (NSFW). Made by Serve Marketing and is meant to go viral.
This is a web-only PSA designed to catch parents off guard and let them know about the devastating consequences of diabetes and encourage them to find out the steps they can take to help prevent it.
The campaign is running during November, which is American Diabetes Month, also contains a website Diabetes Is No Picnic.
“Everyone is aware of diabetes, but few people understand how devastating the disease can be,” explains Serve Founder, Gary Mueller on why his organization took such a provocative approach in their communications on this issue. “We believe people need a wake-up call on this issue. If we want people to change their unhealthy behaviors, they need to see this disease in a different light. We need to make people uncomfortable with their inaction. Focusing on educating people about the devastating consequences of diabetes is the best way to do that.”
Half The Care
The second campaign is made by Better World Advertising for New York State Health Foundation. Entitled “Half The Care” is running as print ads in medical journals and internet collateral, (including a website) and the target audience is Doctors. The campaign is running state-wide in New York, where Type 2 Diabetes rates are shockingly high, and patients are receiving less than half the quality of care they do in other U.S. states. This is especially remarkable because New Yorkers like to think they are so ahead of the curve in areas like education, healthcare and other social policies. The Health Foundation is also producing some educational collateral to give to doctors to assist their approach to patients who have or are at risk for Type 2 Diabetes.
“Diabetes is a life-altering disease, and patients first line of defense against its devastating complications is their doctors. We have a critical responsibility to ensure that people get the care they need to live a full life,”said Neil Calman, MD, family physician, President of the Institute for Family Health, and Campaign Director. Pointing to the fact that the number of New Yorkers with diabetes could fill Yankee Stadium more than 34 times, he added, “We play a role in this figure, and we can do better. When doctors provide proper treatment and care, we can save lives, organs, limbs, and vision. These ads are designed to connect clinicians with the resources and support they need to do exactly that.”
“Because of the flood of patients and the complexity of treating diabetes, many providers are overwhelmed,” said Wanda Montalvo, RN, MSN, Clinical Director of the Campaign. “We are partnering with the state’s leading medical professional and health care trade associations to provide training, technical assistance, and support to help physicians provide the best care possible.” The Campaign, for a limited time, is paying the fees for providers to participate in national programs that recognize physicians and nurse practitioners as “diabetes providers of excellence.”
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Marc van Gurp is the founder of Osocio which examines the world of advetising in the social change/non-profit landscape. Marc resides in Amsterdam.
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