Diabetes UK - The silent assassin
There are over 2 million people in the UK living with diabetes and another 750,000 who are unaware they have the condition. Many people living with diabetes are not fully aware of the impact the condition could have, nor the correct way to manage their diabetes, and few know that diabetes is the largest cause of heart disease, liver and kidney failure in the UK and kills more people every year than breast and prostate cancer combined.
Diabetes UK set The Gate the challenge of finding a clear way to demonstrate the threat of diabetes to both the general public and people with the condition, without alienating them from the charity. And, where possible, encouraging them to seek more information about the condition and the work of Diabetes UK.
And the silent assassin was born.
After a number of research groups to test the idea, the silent assassin icon was developed and worked into outdoor and press advertising campaigns, creating a sinister and memorable persona for the condition to shock people into realising how devastating the condition can be and to seek more information from Diabetes UK.
- Elemental Truth:
- Diabetes UK, a charity, is committed to ensuring that the general public and people living with diabetes are fully informed on how to prevent and manage the condition, until it can be eradicated
- Insight:
- The general public and people living with the condition are unaware of the real danger that diabetes poses to their lives if ignored
- Brand idea:
- Diabetes - The silent assassin