| Title | MADE BY DIABETICS |
| Brand | ROCHE DIABETES CARE RUS |
| Product/Service | ACCU-CHEK |
| Category |
B04. Business Citizenship / Corporate Responsibility |
|
Entrant
|
VOSKHOD Ekaterinburg, RUSSIA
|
|
Idea Creation
|
VOSKHOD Ekaterinburg, RUSSIA
|
|
Media Placement
|
VOSKHOD Ekaterinburg, RUSSIA
|
|
PR
|
VOSKHOD Ekaterinburg, RUSSIA
|
|
Production
|
SKBD.SH Moscow, RUSSIA
|
Credits
| Andrey Gubaydullin |
Voskhod |
Executive Creative Director |
| Daria Ovechkina |
Voskhod |
Copywriter |
| Anton Rozhin |
Voskhod |
Copywriter |
| Vladislav Derevyannikh |
Voskhod |
Design Director |
| Ilya Linetsky |
Voskhod |
Post Production |
| Jeff Labbe |
- |
Director |
| Dmitry Maslakov |
Voskhod |
Digital Creative Director |
| Anna Maslyakova |
Voskhod |
Digital Art Director |
| Lilia Zagidullina |
Voskhod |
Designer |
| Roman Bukh |
Voskhod |
Strategic Planner |
The Campaign
We put together a production crew and cast solely consisting of people living with the disease to create a real-world film encouraging them to continue the fight.
Execution
Director, cast, crew and even extras - more than 80 diabetics and caregivers made an inspirational film with the message:
Don’t suffer from diabetes, live with it.
The video led to a promo site with interviews and life stories of heroes, where we encouraged everyone to share their personal motivation and support the campaign.
30" videos about every hero of the film appeared on TV.
Famous actors, journalists and athletes who live with this disease, revealed their life stories in media with the mark “Made by diabetics”.
The campaign got support from diabetes societies in Russia and Ukraine. The project received thousands of comments and a huge positive feedback in social media.
Accu-Chek website traffic grew by 19%
Brand search went up by 72%
Sales increased by 14%
We changed the perception of the disease and united people with idea:
Don’t suffer from diabetes, live with it.
The Situation
We used integrated media strategy (TV+cinemas+digital+social) with massive PR support to raise public awareness and break the stigma about diabetes.
The Strategy
By this campaign Accu-Chek, a leading brand of medical goods for diabetes care, wanted to support the diabetes sufferers and on the other side to fight the stigma and common stereotypes surrounding the disease.