Diabetes Australia -
Diabetes in Schools

Summary:

We created a complete creative campaign and interactive online learning solution to help educate teachers, principals, parents and health professionals about type 1 diabetes. The centrepiece of our solution was eye catching brand identity and a series of high-end training videos presented via an interactive LMS, plus an emotional campaign hook that arrests the attention of all audiences.  

Deliverables:

·       Campaign and brand concept

·       Positioning statement

·       5 brand videos

·       12 interactive training videos

·       Collateral design and templates

·       Website and LMS visual design and co-ordination

The Challenge:

Over 12,000 kids have type 1 diabetes in Australia. This condition isn’t always easy to manage, especially in the school environment. In response, Diabetes Australia developed the new Diabetes in Schools program to provide information, training and support for parents and families, school and staff and health professionals. Our job was to find a way to make the training simple, effective, engaging and memorable.

The INSIGHT:

We wanted to make sure that we weren’t guilt shaming anyone into acting, especially parents, so empathy was our go-to emotion here.

The Solution:

After conducting several strategy sessions, stakeholder interviews and workshops, the campaign theme was developed: “It takes a team to support their dreams”. This theme set the tone from the outset and made the kids with type 1 diabetes the heroes of the campaign. By highlighting the kids’ dreams, we wanted to normalise them and tug at the emotional heartstrings. We wanted people to ‘want’ to do the training, not just do it because they had to.

Another critical element of the project solution was simplifying the highly technical and clinical nature of the video content, and re-packaging that into a script and visual narrative that could be easily understood and appreciated by the audience.

Results:

Current user testing results have been exceptional. The campaign has also received excellent feedback from the Federal Government Department of Health. The project officially launched nationwide in Feb 2020.