Overview:
In a diabetics world, the word progression has a negative connotation. Diabetics along
with physicians are constantly monitoring to see if the disease has progressed in the wrong direction. Worldwide, diabetes has progressed to become a global epidemic.
Creative Solution: "Step Towards Progress"
We focused attention away from the meter to be more affirmative in our messaging - to let people know that along with diet and exercise, you can start taking control of the disease
and progress in the right direction. We wanted to let people know Bayer can help you to step towards progress.
Media Mix:
Out of Home
Public areas to encourage people to exercise. For example stairs versus escalator
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Inside grocery stores to give people friendly steps towards a better diet
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Mobile Apps
In addition to an online site, an app for smart phones and handheld tablets would be created for people on the go so they can still have their progress monitored away from home.
To help make those positive steps, users can monitor their glucose levels, read tips on diet and exercise, share their own stories, and read testimonials. Because even the smallest step can make
a difference.
