British Diabetic Association: 'Through the eye of a needle'

The dilemma for the agency charged with a campaign for the British Diabetic Association was how to position people with the disease as normal members of society to minimise any possibility of social or employment discrimination, while at the same time persuading others to give money to their cause.
Agency: FCB AdvertisingAuthor: Michael Harvey

Through the eye of a needle

How the new British Diabetic Association Advertising was Developed

INTRODUCTION

When a new client says 'For God's sake do something about our awful advertising' and one year later God's representative on earth (or at least in England), the Archbishop of Canterbury compliments that same client on the advertising produced, it seems reasonable to assume that something pretty amazing has happened in between.

Perhaps there had been help from above. FCB was, after all, known as 'God's own Agency' because of its Billy Graham '...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands