PUBLIC HEALTH
SITUATION
Diabetes is a serious epidemic in Canada, increasing with alarming rates.
In 2015, 3.4 million people in Canada were living with diabetes; another one million were living with diabetes but did not know it (undiagnosed); and of the 5.7 million Canadians with prediabetes, half would go on to develop type 2 diabetes. It was also estimated that over 50% of cases of people who developed type 2 diabetes could be delayed or prevented altogether through diet and lifestyle modifications.
A mass campaign was created to encourage as many Canadians as possible to become aware of their risk of type 2 by completing a short two minute online test.
RESPONSIBILITY
As the project lead I worked directly with media and creative agencies to deliver the campaign collaboratively on behalf of an internal working group of Directors. I led the campaign through brief, creative development, production, execution optimization and evaluation. I also worked closely with the Communications team to leverage promotion in owned channels as well as the Corporate Development team to fulfill sponsorship commitments and demonstrate return on investment.
The media plan was designed around driving people to the online test and had a heavy focus on digital and social media tactics, with a direct call-to-action linking people to the test. Print, TV, out-of-home and direct mail channels complemented and reinforced the online messaging. In-kind, sponsored advertising opportunities were key as the budget was limited. Close to 80% of the total media value came from sponsored media.
The creative concept was built off the insight that in today’s world, everyone loves to talk about how busy they are. But the fact is, we’re usually not as time crunched as we tend to tell others. Leveraging these insights, the creative used light humour to poke gentle fun at people caught in situations where they were wasting time in silly ways and gently nudged and reminded people that they could be more productive with their time by taking two minutes to know their risk.
RESULTS
177,604 tests completed
48% above the targeted 120,000
286,036,966 advertising impressions
203% above the targeted 150,000,000
Gold Quill Merit Award
Lead sponsor quote (Sun Life Financial)
“Our support of the CDA ranks first in terms of aided and unaided recall of all SLF philanthropic and sponsorship partnerships in Canada… the Kick Diabetes campaign has the highest recall of all of SLF’s charitable and sponsorship programs.”
"I worked on a large integrated marketing campaign with Roberta, and can say that she stayed on top of many moving parts at incredible speed. She is very knowledgeable about marketing and about delivering the best results to her team - both qualities that are important in her work, and make her a great person to work with."
- Julia Hawthornthwaite
Account Manager, Public Inc.