Title	NOT SO DRUNKEN STATUSES
Brand	POLISH COALITION FOR DIABETES & NOVO NORDISK PHARMA
Product/Service	AWARENESS CAMPAIGN
Category	B04. Fundaraising & Advocacy
Entrant Company	VML POLAND Warsaw, POLAND
Advertising Agency	VML POLAND Warsaw, POLAND

Name	Company	Position
Lukasz Szczybelski	VML Poland	Creative Director
Marcin Strzalkowski	VML Poland	Creative Director
Marta Jarkiewicz	VML Poland	Account Manager
Magdalena Siarkowska	VML Poland	Strategic Planner

The Brief

The aim of the campaign was to draw attention to the problem of hypoglycemia and educate as many Poles as possible on what it is and what its symptoms are, and on what to do when it occurs in patients suffering from diabetes.

Creative Execution

The aim of the campaign was to educate as many Poles as possible on what hypoglycemia is and what its symptoms are, and on what to do when it occurs in patients suffering from diabetes. hypoglycemia is a complication faced by people suffering from diabetes, of whom there are more than 3,000,000 in Poland. Its symptoms are often confused with the state of alcoholic intoxication. We decided to reconstruct an episode of hypoglycemia in the Facebook statuses of people suffering from diabetes, see how their friends would react confusing a status written in a state of hypoglycemia with a status written under the influence of alcohol, and thus cleverly educate them on the symptoms of hypoglycemia, so that they don’t confuse it with alcoholic intoxication ever again.

The approximate reach of the content published as part of the campaign in the social media: 600,000 The number of the website’s views with minimum promotional support: 36,322 The average duration of a visit to the website: 00:01:50 The campaign was noticed in the media and information about it was featured by the largest Polish web portals, including onet.pl, thanks to which thousands of Poles learned what hypoglycemia is.

We asked patients and their invited friends, and online KOLs, to post statuses generated via a special online translator available at www.stophipo.pl on their Facebook walls on the same day. The written statuses lookd like written under the influence of alcohol and ware marked by the #hyp hashtag. All those posting 'drunk statuses' had one task – wait for their friends' reactions. The reactions were obvious: questions about how much the person had drunk. After some time, the campaign's participants explained their state by redirecting those 'punked' to www.stophipo.pl. It turned out that it's easy to confuse hypoglycemia with intoxication.