Ad Council: Prediabetes

Credits & Description:

Brand: Ad Council
Country: USA
Advertising Agency: Ogilvy & Mather, New York
Entrant Company: Ogilvy & Mather, New York
Media Agency: Ogilvy & Mather, New York
Pr Agency: Ogilvy & Mather, New York
Production Company: Ogilvy & Mather, New York
Additional Company: Black Hole, New York
Group Planning Director: David Page (Ogilvy New York)
Account Supervisor: Jennifer Solomon (Hill & Knowlton)
Editor: Bruce Herrman (Lost Planet)
Agency Producer: Laura Lepre (Ogilvy New York)
Business/Talent Manager: Meg Mcginley (Ogilvy New York)
Art Director: Monica Apodaca (Ogilvy New York)
Agency Producer: Alexis Stember (Ogilvy New York)
Associate Creative Director: Andrew Chisholm (Ogilvy New York)
Account Supervisor: Charlotte Spatcher (Ogilvy New York)
Business/Talent Manager: Kim Oneil (Ogilvy New York)
Director: Matt Piedmont (Prettybird)
Executive Producer: Suzanne Hargrove (Prettybird)
Assistant Account Executive: Leah Stoltz (Ogilvy New York)
Executive Creative Director: Ryan Wagman (Ogilvy New York)
Senior Partner & Managing Director: Corinne Lowry (Ogilvy New York)
Audio: Heard City (Heard City)
Colorist: Jaime Obradovich (Company 3)
Chief Creative Officer, North America: Steve Simpson (Ogilvy New York)
Senior Account Executive: Aimee Duenas (Hill & Knowlton)
Graphics: Black Hole (Black Hole)
Worldwide Chief Creative Officer: Tham Khai Meng (Ogilvy New York)
Executive Agency Producer: Lee Weiss (Ogilvy New York)
Executive Creative Director: Michael Paterson (Ogilvy New York)
Execution:
The campaign launched with a satellite media tour and general media outreach in January 2016, aligned with the increased health discussion post-New Year’s. A strong PR push was also initiated for Diabetes Alert Day in March — generating coverage of the video across major national news outlets, including The Dr. Oz Show. Ongoing promotion of the video is continuing through July 2016 and will include targeted influencer engagement, social tool kit development for partner use, and media partnerships.
Synopsis:
Situation: 86 million Americans have prediabetes, and 9 out of 10 of them don’t know they have it. Prediabetes is a serious condition that can lead to other severe health complications, including type 2 diabetes, stroke, and heart disease. However, prediabetes is reversible. Through research, we found that once individuals have been diagnosed, they’re more likely to take action to reverse it and avoid these more severe conditions. Brief: We needed to communicate to our target audience that prediabetes is real, and that they were at risk. Objective:Raise awareness of prediabetes by getting people to take the risk test.
Outcome:
PR drove significant support in the first month following the campaign launch in January 2016. Media coverage reached audiences nationwide with nearly $1 million in estimated value. This included:•372 pickups of press release (200 million impressions) •127 TV interview airings to reach an estimated audience of 1.5 million•Coverage by CBS News, CNN Money, Good Morning America, U.S. News & World Report, Telemundo, Univision, and local FOX, NBC, and ABC affiliates across the country.The campaign also gained traction around Diabetes Alert Day on March 2
2016. A promotion highlight included a segment on The Dr. Oz Show where the full :60 risk test film was broadcasted to an estimated 2 million viewers, meaning that each Dr.Oz viewer counted as another test was completed. First wave reporting on recognition, impact, awareness, and behaviors will be available in June 2016.
Campaign Description:
How do you get people to take a risk test for something of which they’re either completely unaware of or in total denial about? You make the risk test unavoidable. Instead of creating a film about prediabetes awareness to promote a risk test, we created a direct response film that was itself the prediabetes risk test. At the end of the spot, the viewer knows if they may have prediabetes.
Strategy:
We needed to figure out how to get people to take the risk test. So we conducted qualitative research with our target audience of high-risk Americans: those 40 to 60 years old, higher than average weight, and racially diverse, skewing African American and Hispanic. Through online forums and in-person ethnographies, we discovered 2 key things about our target:1.They had a basic understanding of type 2 diabetes, but knew little or nothing about prediabetes. 2.They were in denial. They knew they could be at-risk for conditions like type 2 diabetes but didn’t want to know and made excuses to avoid getting tested.With this knowledge, we knew our messaging had to emphasize that prediabetes is real and, rather than try to convince people to go take the test, bring the test to them.