Diabetes Victoria: Strategy and Creative

Diabetes is a lifestyle disease common across many parts of the community but affects some in particular in an insidious way. Art direction looked at scenarios where we could all find a way forward.

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.

Help me to do it myself

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.

We worked with those with diabetes to understand the solutions they could see.

“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

For people we co-created with, extreme programs were off the table. They wanted balance in life.

Community-inspired creative

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.

It’s a LIFE!

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.

Families, colleagues and other people were reasons people were willing to change their lifestyles.

The new LIFE! campaign centred on workplaces, community hubs and sites where people could make a change in their day.

Skills, people and details

Tess Copeland
Senior Designer and Art Director

Sam Allemann
Senior Copywriter

Georgie Batt
Senior Art Director

Warren Davies
Senior Strategist

Lily Feng
Senior Producer


Strategy, Research, Co-creation, Art Direction, Copywriting, Graphic Design, Production

Ensure healthy lives and promote well-being for all ages (#3)