A pop-up shoe shop designed to deliver a serious message about the consequences of diabetes featured 135 shoes, each of which represented one of the 135 feet or lower limbs lost to diabetes every week. The shop was rigged with hidden cameras, capturing the reactions of customers as they discovered the true reason behind the store’s existence. The resulting film, hosted on, Vimeo, the campaign website and Diabetes UK’s website helped to get the message out to people across the world, and encouraged them to discover their Type 2 diabetes risk score online.

The shop was rigged with a serious of 8 hidden cameras, positioned around the store, capturing the shocked reactions of customers. This content was combined with vox pop footage to build a striking story, demonstrating the impact of the effects of diabetes, to allow the campaign to live on beyond the opening of the physical store.

Over the three day’s of opening the online store attracted over 4,000 site visits - leading to over 100 hours spent on the site viewing the in-store experience via the live Periscope feed - and the completion of over 2,300 Know Your Risk Tests.

Finally, the #OneShoe selfie social media campaign attracted the support of high-profile individuals, helping this important message reach over a million people on Twitter and 330,000 on Instagram.

A significant step towards Diabetes UK’s aim of preventing the 5,616 unnecessary amputations every year.

All in less than three days.