Ogilvy: Diabetes from a different perspective
For World Diabetes Day last Thursday, Diabetesschweiz and Ogilvy launched an awareness campaign that literally shows life from the perspective of diabetes sufferers.
Diabetes has various consequences. The campaign designed by Ogilvy Switzerland focuses on the lesser-known effects of diabetes on vision. The symptoms of diabetic retinopathy are made tangible for the public through two creative media implementations.
One of the symptoms of diabetic retinopathy is blurred vision. With the help of a deliberately blurred advertisement, diffuse vision was integrated into an otherwise flawless touchpoint. The clear message: if you have vision problems, it is essential to consult a medical professional.
As a further innovative implementation, the campaign uses the supposedly extinct fax machine as a communication medium. On the one hand, to dramatize the possible loss of color in diabetic retinopathy by means of fax printing. On the other hand, to reach pharmacists who still use the fax as one of their main means of communication.
Responsible at Diabetesschweiz: Tania Weng-Bornholt. Responsible at Ogilvy Switzerland: Gabriel Schuster, Denis Klook (Art), Jehmsei Keo, Avsar Yildiz, Cyrill Wirz (Text), Bruce Roberts (Executive Creative Director), Lisanne Spilgies (Consulting), Angelina Arquint (DTP), Martin Keller (Overall responsibility).
