Diabetes UK - measuring up the nation
Diabetes UK is the largest charity for people with diabetes in the UK. They estimate that there is an 'undiscovered million' – people who have developed type II diabetes but are not aware that they have the condition.
The 2006 awareness raising campaign aimed to reach the undiagnosed, encouraging them to seek medical advice. But how do we find the undiagnosed? Brand Illumination led us to focus our message on the link between obesity and diabetes. By encouraging people to 'measure up' we gave our audience an easy, unambiguous way to gauge if they were at risk.
Measure Up 2006 was the biggest diabetes awareness campaign in Diabetes UK's history. The campaign reached more than 33 million people in the UK and meant that more than 150,000 people at risk of diabetes were tested. Results from a MORI poll, carried out in September and October 2006, showed the campaign increased unprompted and prompted awareness of Diabetes UK by 5 per cent, the largest increase in the organisation's 73-year history. This success prompted follow-up pushes in 2007 and 2008.
- Elemental Truth:
- There are about 1 million people in the UK with undiagnosed diabetes
- Insight:
- People don't know how to tell if they are at risk
- Brand idea:
- Measure up campaign