The Diabetes Fund symbolically launches its new campaign on Museumplein: 'everyone free of diabetes'. The campaign calls attention to the impact diabetes has on people with diabetes and their loved ones. The goal is to make the disease more visible. STROOM is responsible for the media strategy and campaign.
CAMPAIGN
Already 1.2 million people in the Netherlands have diabetes, and this number is expected to grow to nearly 1.5 million by 2040. Diabetes limits the freedom and health of people with diabetes, as well as family and friends. Around this theme we developed this campaign together with Diabetes Fonds and advertising agency DEAR.
The objective of the campaign is, on the one hand, to grow spontaneous brand awareness among the broad 18+ target group in the Netherlands. On the other hand, to continue to encourage the Fund's main giving target group; women 45+ to donate to Diabetes Fund.
In addition to the clever action on the museum square, the campaign will have a 360-degree character. With long-term presence through audiovisual channels such as TV, radio and online video, we will steer on the brand awareness target. Through the use of performance-driven digital channels, we will additionally drive donations.
The protagonists of the campaign are Nika, Wendy, Nadia, Hans, Jan Willem, Joelle and Babette and their family members. They show how diabetes affects their daily activities. For example, they talk about what they do to keep their blood sugar levels under control and the complications diabetes has caused. The campaign to make diabetes more visible will run until the end of 2021 through commercials, short films and personal stories on various (online) platforms.
IMPACT OF THE DISEASE
Managing Director Etelka Ubbens of the Diabetes Fund on the new campaign: 'Anyone can get diabetes regardless of age, lifestyle or background. Diabetes has a huge impact on quality of life. Whether type 1 or type 2, there is always an increased risk of serious complications such as cardiovascular disease. Diabetes touches the lives of over a million people with diabetes and their families. With this campaign, we want to make the disease more visible.'
DIABETES IN MUSEUM SQUARE
The campaign symbolically launches on Amsterdam's Museumplein. The large letters D I A B E T E S stand on the same spot where I-AMSTERDAM used to be. Unlike the letters I-AMSTERDAM, diabetes is indelible. The letters D I A B E T E S on the Museumplein therefore symbolize the enormous impact diabetes has on the lives of people with diabetes.
Everyone free of diabetes, that's what you give for
