Working with an international charity to raise awareness of the impact of diabetes worldwide
In Stats
311,000
visits to IDF and WDD websites
22.4 million
WDD social impressions in 2019
Key Results
43,000 online Diabetes Risk Assessment Tool participants
8,848 WDD global media mentions
10,000 new WDD social media followers
641% increase in inbound tweets
181 pieces of proactive press coverage
Tags
Date November 2019
The International Diabetes Federation (IDF) is a co-founder of World Diabetes Day (WDD), along with the World Health Organization. The global day of awareness for diabetes takes place annually on November 14th. This particular day, as well as the longer diabetes awareness month, is the organisation’s opportunity to connect with the diabetes community and the wider public about the importance of preventing, discovering and managing diabetes.
The problem
IDF aims to raise awareness of the impact that diabetes has on the family and support network of those affected. They wanted to promote the role of the family in the management, care, prevention and education of diabetes across the world.
Over a two-year campaign, Berkeley Communications’ task was to amplify IDF’s ‘Diabetes affects every family’ theme through branding and research across global media outlets, social media and by driving traffic to an online microsite.
The solution
Berkeley built the campaign around the slogan – Diabetes: Protect Your Family. This demonstrates how the prevalence of global diabetes is rising sharply and having a significant social and economic impact on families in many countries. Working with the 9th Edition of the IDF Diabetes Atlas, which revealed 463 million people are now living with diabetes, we created a media narrative that would raise awareness of WDD across the globe.
To amplify that World Diabetes Day message, we built a multi-stage campaign which started with global research, conducted in countries including the UK, Canada, Pakistan, South Africa, China, Australia and more. This was carried out through a consumer survey and analysis of the 9th edition of the IDF Diabetes Atlas
The campaign message was shared with the diabetes community and wider public through press releases, thought leadership and media features, managed globally through our international media relations teams. This led to more than 8,000 media mentions for World Diabetes Day.
Bringing the campaign to life is a series of multimedia and online assets including a video highlighting the growing diabetes prevalence through case studies and social media clips.
Unifying all of the campaign messages was our brand imagery developed in our design studio. This featured in-country toolkits translated into multiple languages, infographics, billboard posters and a dedicated website, designed in-house.
Additionally, our online risk assessment tool engaged users, encouraging them to get involved and understand the risks of diabetes. This saw 43,000 participants take part.
