CHARITY REBRAND
SITUATION
Today, 1 out of 3 Canadians lives with diabetes or prediabetes. And every three minutes another Canadian will be diagnosed. 11 million Canadians have diabetes or pre-diabetes but no one really talks about it. Despite this staggering reality, diabetes was an invisible disease, hidden behind much misunderstanding and misconception. People were not talking about diabetes, and when they were there was stigma and feelings of isolation. All of this was contributing to low donor support.
The Canadian Diabetes Association, Canada's leading organization focused on the fundraising and research efforts to fight the disease needed to break the stigma to drive support. They needed a compelling brand and campaign that would be heard by donors and supporters across the country.
RESPONSIBILITY
As project lead, I worked collaboratively with senior executives and our agencies, Juniper Park (creative) and Cairns O'Neil (media), to deliver the new brand and complementing campaign to End Diabetes on budget, on strategy and on time.
I ensured that milestones were established, communicated and met. This included ensuring alignment and approval from a steering committee of senior directors and that the brand was launched across all touch points including internal employee communications by a cross-functional project team.
Following the retirement of Diabetes Canada’s Senior Marketing Manager, I quickly stepped up to provide senior level marketing leadership.
RESULTS
The new Diabetes Canada brand and End Diabetes campaign were launched on February 13, 2017.
The combination of the new branding and new name has added energy to Diabetes Canada’s positioning in the market and reinforces the important work of the organization and why donor support is so critical.
National presence has increased with many first ever media opportunities including the airing of TV commercials on the Grammys and two outside back cover placements in the Globe & Mail. Early growth has been seen against donations and awareness objectives. We are observing more people donating, sharing content through their social media channels, engaging with our creative (music video and song) and sharing their email address to join the End Diabetes movement.