Since 2014, Merck’s "America’s Diabetes Challenge" health awareness campaign has encouraged millions of people with type 2 diabetes/T2D to work with their doctors to better understand the importance of blood sugar control and T2D management. However, as diabetes prevalence continued to climb, it became clear that certain groups are disproportionately affected. Merck’s extensive community work helped it build a deeper understanding of the social determinants that influence group differences in management and the barriers these patients face. Merck desired to use its growing knowledge to refresh its campaign and spark the kind of honest conversations that would motivate at-risk people to seek diagnosis and treatment.

By specifically shining a light on health disparities in vulnerable and underserved communities, Merck set out to 1) galvanize affected groups around the issue, 2) drive behavior change among those at risk, and 3) better equip healthcare professionals to support their communities.

In African-American and Hispanic communities, diabetes has run in families for generations. From speaking with those affected, Merck learned how diabetes often was accepted as just “a touch of sugar” like their grandparents/parents/aunts/siblings all had. Many were resigned to disease acceptance and preferred to keep quiet because of the social stigma, rather than urgently seeking treatment and making lifestyle changes.

The team selected a documentary for its creative/authentic storytelling and ability to evoke an emotional response that could trigger urgency and action. We built the film around a deep cultural understanding of those at risk, from their favorite meals to their access to care, and enlisted those with personal diabetes connections in the project--filmmaker Ani Simon-Kennedy and narrator Viola Davis, who grew up accepting “the sugar” as a part of life.

The film dove into the stranglehold diabetes has on families/communities and how socioeconomic conditions complicate disease management.

To be most effective in reaching those at-risk in target communities, as well medical professionals, government leaders, insurers, and advocates who support them, we needed a campaign that worked both top-down and grassroots-up.

We produced long, short and Spanish versions of the documentary for multiple uses. We planned to launch the documentary at the Tribeca Film Festival where powerful national coverage would spark our earned/paid/owned campaign involving traditional and social media that would shine a bright spotlight on diabetes’ disproportionate impact. We would then turn to culturally-relevant festivals and screenings, targeted television integrations, cultural/community partnerships and additional media to drive conversations through a grassroots spiderweb in the key communities. Supporting the grassroots effort were multi-language educational materials.

However, campaign messaging also addressed the stigma placed upon people in these communities with diabetes so that people with the disease would be compelled to take actions.

Launch—Earned/Owned/Paid

• Tribeca Film Festival—200+ representatives from advocacy organizations/media attended screening/panel discussion

• Viola--38 media interviews leading to premiere, discussed her prediabetes diagnosis/family history

• Chef Leticia--English/Spanish media tour discussed T2D impact in underserved communities

• Social media content—across social channels for the program/Merck/spokespeople/Tribeca.

• Twitter Sponsorship with Entertainment Weekly

• Paid promotion of Viola’s posts

• English/Spanish educational materials made available

• Revamped English/Spanish program websites with new resources and film highlights

Grassroots--Earned/Paid

• Urban Film Festival--“Best Documentary Short”

• Additional screenings/discussions--6 targeted festivals, Pennsylvania Conference for Women, American Diabetes Association/Philadelphia

• San Antonio media day with Chef Leticia

• National Hispanic Medical Association partnership engaged medical professionals through screening events and educational content

Television--Paid

• TV airings during American Diabetes Month/November--A&E and FYI/5X, ABC affiliates in target markets/18X

• Promotional campaign--TV promotional spots, paid promotion of social media posts across Merck/A&E/ Viola’s channels, media tour with Chef Leticia

• The film reached 6+ million people/1.5 million healthcare professionals about growing need in underserved communities

• Advocacy groups say it empowered underserved people to seek support earlier in their diabetes journeys, review disease management with their doctors; triggered fresh dialogue about the diabetes stigma

• Advocates rallied to pressure government to improve access to care, address the social determinants of health and support people with diabetes

• Unprecedented 1,300+ requests to screen the documentary—American Diabetes Association, Department of Veterans Affairs, Congressional Black Caucus Foundation, Lion’s Club, community groups, insurers, advocacy groups and faith-based organizations

• Universities/medical schools are using the film as a teaching tool

• Traffic to Merck’s campaign website increased 14,000% following the premier; social posts drove 3.7+ million engagements

• Walmart/Sam’s Club built panel discussion around film (managers nationwide) focused on diabetes stigma/need for better solutions

• 384 media stories/1.3 billion impressions/all including 3+ key messages