COULD OUR OVERALL HEALTH IMPROVE IF MARKETING STOPPED OVER-PROMISING?
Diabetes Victoria: Strategy and Creative
The Australian lifestyle was the envy of the world before our obesity rates and occurrence of diseases like diabetes, heart disease and stroke reached epidemic proportions. Diabetes Victoria’s, the LIFE! program has helped more than 50,000 Victorians reduce their risk of these diseases but they needed to connect with the community beyond direct referrals from GPs and chemists.
Through research groups, we explored how people come across the LIFE! program, what appealed about it, and were they interested in autonomy as they progressed or close guidance? Among the honest feedback was a common thread around not over-promising in communications. Nobody wants to feel it should be ‘easy’ and they are letting the world down if they struggle.
“After ten years the LIFE! program needed to reflect how we live, work and play today. It was time to ditch the guide book.”
— Warren Davies, All or Nothing
Creative development was supported by input from the community during the testing stage with important words, concepts and ideas vetted and debated in advance. It’s not something many agencies would enjoy but being data-led with your ideas contributes heavily to effectiveness. With Diabetes Victoria keen to get maximum value from organic activity, production focused on the marketing and content assets for their team that included online testing to provide feedback.
To bring the campaign to life, documents were delivered with advice on marketing plays, paid media, ethical acquisition and measurement and performance. A method for scaling and distributing campaign activity was also outlined to allow for a small team to increase their impact over time without increasing their budget.
Senior Designer and Art Director
Senior Art Director
Strategy, Research, Co-creation, Art Direction, Copywriting, Graphic Design, Production
Ensure healthy lives and promote well-being for all ages (#3)