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The Health Promotion Council of Southeastern Pennsylvania and the Pennsylvania Department of Health entrusted the services of Perry Media Group to create a statewide campaign to promote diabetes awareness and weight management. Partnering with Perry Media Group, Born Creative lead the creative development.
Because prediabetes, type 2 diabetes, and weight management span a large and diverse audience, we strategized and concluded that a dynamic, relatable, and uplifting campaign would cross many demographics.
The campaign goals were to: Support the Center of Disease Control and the Ad Council’s prediabetes awareness campaign at a state level; increase participation in Diabetes Self Management Education and Diabetes Prevention Program by Pennsylvanians with type 2 diabetes and prediabetes; inspire and motivate healthy living, physical activity, and weight management for Pennsylvanians; increase awareness of juvenile type 1 diabetes through supplemental website content and messaging.
We named our campaign Make A Choice. Pushing our call to action right to the forefront, our name choice helped to break the stereotype that those who have a family history of type 2 diabetes are powerless to also developing diabetes. We aimed to empower our audience that living a healthy life is within their control.
We added a personal connection through the development of a team of real people managing their diabetes—the Healthy Champions. Participants shared their stories and we featured them on the website, in videos, and on social media.
Partnering with Perry Media Group for public relations, event planning, and media buys, we designed all the collateral and promotional materials to fully support a statewide campaign.
Our results include: