Ad Council: Prediabetes

The Ad Council, an American nonprofit organization, created an ad that was a real-time prediabetes test in order to raise awareness of the condition in the US.

Advertiser: Ad CouncilBrand: Ad CouncilAgency: Ogilvy New YorkCountry: United States

Objectives

This is an Ad Council PSA (public service announcement) to raise awareness of prediabetes as a disease, using 100% donated media.

Prediabetes is a precursor to full-blown type 2 diabetes. Unlike type 2 diabetes, prediabetes can be reversed. [Appendix A]

There were no commercial objectives.

  1. Earn: Generate at least $29 million in earned media (Ad Council benchmark).
  2. Engagement: Increase traffic to the Prediabetes website. Aim was 400,000 site visits in each of the first and second years.
  3. Awareness:Raise awareness...

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