Abbott Diabetes

Let’s Change Perspective (campaign and media)

The challenge

For the first time in the UK, drive awareness of the challenges of stigma for people living with diabetes.

The first UK-wide survey of people with and without diabetes highlighted that ¾ people living with diabetes have identified stigma towards the condition, and 1 in 4 believe stigma has negatively impacted their management of their condition.

What we did

With a clear disconnect between the perceptions of the British public and those living with diabetes, Abbott launched a new campaign, Let’s Change Perspective to provide tools to help create better conversations around diabetes.

Working with Diabetes UK and members of the patient community, a campaign to tackle stigma in diabetes was developed and launched via media, partner and digital channels to generate a broad range of engagement across multiple audiences.

A spokesperson-led, highly targeted media outreach approach was implemented with a week-long engagement strategy.

The solution/results

The campaign received national broadcast and print coverage with over 40 outlets sharing the story including GB News, Press Association, and a range of regional BBC outlets.