280 Australians develop diabetes every day. To launch National Diabetes Week, Diabetes Australia brings to life the realities of the disease.
The campaign is from Behaviour Change Partners who picked up the account following a three way competitive pitch at the end of last year.
It aims to highlight that diabetes is the “epidemic of the 21st century”, with around 1.7 million Australians known to have the illness.
Behaviour Change Partners principal Paul Fishlock said: "It's both a privilege and no small responsibility to be working with Diabetes Australia. A key objective is to communicate the sheer number of Australians who develop this serious and complex condition - 280 every day.
"To bring this top life, the 30 sec ad shows 280 images of people and the serious health complications related to diabetes such as heart disease, kidney failure, stroke, amputations and blindness."
Diabetes Australia CEO said the agency's track record in social marketing was key in its appointment.
"Communicating just how serious diabetes is in Australia today is an immense challenge and we need a creative partners with both experience and runs on the board in public health campaigns. Behaviour Change Partners ticks both boxes in spades."
