Ad Council: Type 2 Diabetes Prevention

This case study describes how US non-profit The Ad Council, tackled Type 2 diabetes with a research-driven campaign to focus the issue through an intimate relationship to the at-risk target audience.

Ad Council: Type 2 Diabetes Prevention

The marketing challenge lies in trying to convince a target that is in denial and, worse still, frozen into inactivity by fear, to take action.

Specifically, our research insights served to confirm and bring to life the extent of the communications challenge, affirming the importance of nudging them into action towards a lifestyle change:

Those at-risk were acutely aware that they could be leading healthier lives

  • They knew what a healthy lifestyle should look like; the ingoing assumption that we'd need to educate on better choices proved incorrect.
  • They were already aware...

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