We were challenged to build a healthier lifestyle communications campaign to help fight diabetes. Our target audience was those that are most associated with being susceptible to developing the disease, namely those over 65.

To create advocacy and inspire real change, we realised that the most effective way to execute the campaign was to tell the story through the eyes of two seniors taking control of their disease. The key was to be able to create something that was relatable and consistent with the audiences own experiences.

We identified a married couple who had irregular control of their diabetes and invited them to modify their lifestyles over a 12 week period, all carefully monitored by their doctor, nutritionist and personal trainer and with support of key associations.

No traditional press kits, global celebrities or long speeches. Instead a unique, first-hand experience for the people that matter most.

In a 15 minute documentary-style video, Mercedes and Paco took us on their personal journey of success, with the film then being shown to patient groups up and down the country. In total over 20 patient group tours were organised, all carefully selected in order to maximise nation-wide exposure.

From March 2014 there have been over 20 patient tour groups organised up and down the country.

Patients were invited to watch the film in a cinematic-style viewing, along with talks and presentations from diabetes experts. Patients were encouraged to explore the subject, ask questions and seek advice about their own condition and how best to bring it under control.

No big name celebrities or key influencers, this was very much an authentic, grassroots campaign which sought to make a real difference to the lives of those suffering with diabetes by delivering a real life success story.

The patient tour groups coupled with a truly innovative diabetes awareness campaign, proved to be highly successful format, which exceeded all expectations.

In order to maximise exposure further the story was leveraged through various channels to reach different groups:

- Media

- Patient advocate

- Medical community

- General public

In addition:

+10 impressions

163 pieces of coverage

+270 AVE

Coverage in the morning magazine of the national television in Spain (La 1). This program concentrates most of the television audience of our target public (+65).

+5K views of the documentary by patients and public opinion

+3K direct impact on medical community

And most importantly, Mercedes and Paco achieving the change of their lives.