The idea parallels advances in blood glucose management with the recent digital revolution in consumer technology by characterising frustrated diabetes patients as items of ‘old tech’. The message of 'change is good' is made with charm and at the end viewers are encouraged to find out more about the future of diabetes management.

The social media element of the campaign ran from Sept 5th 2016 till 3rd October and ran on Facebook and Twitter as well as google search and Bing search. The film(s) also were placed on a microsite that gave information about the future of diabetes and recent developments in blood glucose management.

In just one month the campaign gained over 25 thousand engagements and total registrations of 1,099 among a limited local audience of health care professionals and diabetes patients who need to measure blood glucose for insulin injections.