Turkcell Healthmetre: Tackling Diabetes One Food Pic at a Time

Agency: R/GA / R/GA London

Executive Summary

Turkcell - Turkey's largest telecommunications company - is on a mission.

Its mission is to go beyond being a telecommunications company to facilitating all the aspects of people's lives - from connected homes to TV on demand to health management -through its suite of connected products and services.

This is the story of how Turkcell began to live its mission by leaning into health and tackle a global problem that is particularly acute in Turkey: diabetes.

The disease contributes to one in three deaths and affects one in seven Turks. Once diagnosed, sufferers have to constantly monitor their blood sugar and blood pressure.

But diabetes in Turkey is shrouded in misunderstanding and stigma and diabetics find themselves dealing with this potentially fatal disorder in isolation from their family, friends and doctors, with no outlet to share the daily burden of the condition.