Can You Spot Diabetes?–
An Awareness Campaign
The Project
The Paso del Norte Health Foundation, in conjunction with the El Paso Center for Diabetes, has been steadfastly combating diabetes in our region for the past few years. Their efforts involve providing valuable diabetes resources to the community and educating individuals that diabetes is a manageable condition, not a life sentence. However, they identified a crucial challenge – a significant number of El Pasoans have diabetes but are completely unaware of their condition. This is where we were contacted to raise awareness of this silent epidemic.
The Approach
The initial step in the campaign was to gather relevant information about the community's perception of diabetes and their attitudes towards discussing health issues. To achieve this, man-on-the-street interviews were conducted, providing valuable insights that informed our creative process. One of the main findings was that the Hispanic community tended to be sensitive and even guarded when discussing health matters, even within their own families.
Two distinct concepts were developed and message tested with local focus groups for their feedback.
Concept A introduced a character named "Spot," a friendly and non-threatening representation of diabetes. Spot was designed to engage the audience and encourage them to pay attention to warning signs associated with diabetes. When individuals are on top of diabetes, Spot remains small, but when diabetes is left unchecked he becomes much larger and harder to ignore. The character symbolized a transformation in experiences with diabetes, leading individuals from avoidance to acceptance and positive change.
As a contrast Concept B took a more descriptive approach, focusing on identifying common and easily misinterpreted early signs of diabetes. While this concept had some success on social media platforms, it did not resonate as readily with audiences as our Spot character had.
Ultimately, Concept A, with the inclusion of some elements from Concept B, was chosen as the primary creative direction. Spot became the central figure in video ads that were approachable and engaging, sparking curiosity rather than fear. This approach successfully enticed viewers to learn more about diabetes and the possibility of being at risk.
The core objective of the campaign was to encourage the community to take an online Diabetes Risk Test on the Diabetes Now What website. The test, developed in collaboration with the Paso del Norte Health Foundation, CDC guidelines, and local doctors, assessed participants' risk of developing diabetes based on various factors such as ethnicity, weight, height, BMI, and reported symptoms. After completing the test, participants received a personalized risk number and actionable steps for their next course of action, such as visiting a doctor or seeking assistance from the El Paso Center for Diabetes.
The Results
The campaign achieved tremendous success, with 973 completed tests within the first four weeks of its launch. Spot, the friendly character, played a vital role in captivating both children and adults, initiating conversations about diabetes risks and management within the community. By addressing the community's concerns and sensitivities, the campaign effectively encouraged individuals to take the Diabetes Risk Test, promoting early detection and management of diabetes in the El Paso region.
Ready to launch your campaign? Reach out to Gabriel.Acuna@CultureSpanMarketing.com and we can start a conversation today.