Diabetes SA
1.4 million people in Australia have diabetes
THE BRIEF
Diabetes is the epidemic of the 21st century and the biggest challenge confronting Australia’s health system.
There are two types of diabetes (1 and 2), with type 2 diabetes largely preventable. Diabetes SA’s mission is to educate, advocate, support and fund research to provide better outcomes for people living with diabetes. Their vision is to empower people to live well with diabetes and raise awareness for those at risk of diabetes in South Australia.
Diabetes SA engaged Bigwig to launch a community awareness and screening campaign across metropolitan and regional SA.
The Approach
Diabetes affects more people in Australia than any other serious health condition, with South Australia having the highest incidence of Diabetes in the country.
The facts are alarming:
- 1.4 million Australians have diabetes
- 1 person every 5 minutes will develop diabetes
- 1 in 6 adults is at risk of developing type 2 diabetes
- 500,000 Australians have undiagnosed type 2 diabetes
- Type 2 diabetes is increasing at a faster rate than cancer and heart disease
- 181 people are diagnosed with diabetes every day
The ‘Face the Facts’ campaign was created to raise awareness in the community of the risk of developing type 2 diabetes and to encourage individuals to take the AUSDRISK test to determine their risk. The AUSDRISK test is a simple 11 question online test that can be undertaken in minutes with the result being emailed to the individual and if selected to their GP. Depending on the score, individuals received lifestyle modification tips or in the case of a high-risk score, individuals were followed up by a Diabetes SA Health professional. Individuals could also opt to receive a yearly reminder to re-assess their risk.
The Execution
The campaign was delivered to metro and regional SA, with each funnelling traffic back to the campaign website where individuals could learn more about the impact of diabetes and assess their own risk.
Media channels in metropolitan SA included television, out-of-home, digital and environmental graphics. The billboard and AdShel creative were deliberately unbranded and featured only the campaign url to generate intrigue. Shopping Centre panels, where view times were longer, were branded and featured facts about diabetes. Each creative application used a half-face design to represent the demographic of people who are at risk of diabetes. The eye became a meaningful visual device to engage viewers with humanity and an important representation of diabetes also being a leading cause of preventable blindness.
A roadshow of community awareness and screening events were held in major regional centres across South Australia. These were promoted using local radio, posters, press and social media. Each event included promotional materials, environmental graphics and brochures for attendees.
