This is Diabetes
We gave voice to the 5 million people
in the UK living with diabetes.
Diabetes UK
Over the years Diabetes UK spent a lot of time and effort focused on prevention and for good reason. However, this led them be seen as rather clinical and cold by the very audience that they’re there to support, the 5 million people in the UK who live with diabetes.
We talked to those living with diabetes and were told they wanted to feel seen, heard and understood. Also, from tapping into conversations online we discovered that many people had a limited understanding of what diabetes was actual like to live with, and what they thought they knew was often based on misconceptions.
Our This is Diabetes campaign brought to life the ’hidden,’ relentless, world of diabetes through the stories of the people who live with it day in, day out. The script for the TV ad was inspired by the words and experiences of real people and it starred real people, shot in everyday locations across the UK.
The mulit-channel campaign launched nationally on ITV on 6th October on Good Morning Britain, with spots during Coronation Street and ITN News. It also ran across VOD, Video, Radio, Social and supporter comms. Media was handled by Medialab.
70%
Total UK adult
population reached
87%
Of people with diabetes agreed the campaign was reflective of what life with the condition is really like
+15%
Increase in people with
diabetes choosing to
give to Diabetes UK
8,000+
Signed up for
deeper content
“I've worked with Mere Mortals for a number of years across a variety of different projects, including Diabetes UK's flagship brand campaign, This is Diabetes. As client, I felt heard and involved, but always guided in the process and challenged on the stuff that matters. They're responsive, resilient and take their time to really "get" the core challenge - a joy to collaborate with. Together, we produced award winning work that was bold and powerful. I wouldn't hesitate to work with them again.”
Sam McAllister
Head of Brand & Creative
