American Diabetes Association

Pro-bono print advertising case study for American Diabetes Association.


Diabetes is a cunning and deadly disease. There are 16 million people in the United States who have diabetes. Unfortunately, 5 million of those don’t even know it. Asked to inform millions of Americans on the dangers of untreated diabetes and convince them to call for a free screening, we responded with a visually striking campaign that drives home a life-or-death point without being too visceral.

Our Thinking

By quickly and bluntly grabbing the readers attention, the message is never missed — unlike the symptoms and consequences of diabetes. The campaign illustrates the many and varied dangers of untreated diabetes such as blindness, kidney disease, heart disease and stroke, and nerve disease that can lead to amputation.

Our Solution

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The Results

As a result of the pro-bono campaign, the ADA reported a marked increase in phone traffic leading to precisely the results they were hoping for: a greater volume of requests for appointments and free screening for diabetes. As an added bonus, the advertising campaign also brought home an ADDY Award, and was a finalist in the New York Festivals.