Winner
Be The Type: T2D Patients Take Control of their Health
Summary of work
More people than ever are now living with diabetes in the UK and 90% have type 2 diabetes. CVD is one of the major causes for healthcare inequality in the UK. Although glycaemic control remains an important part of T2D, we must recognise that assessing CVD risk in T2D patients is vital. NICE updated its NG28 guidelines, placing greater emphasis on personalised care as well as managing cardiovascular risk when identifying and managing long-term complications in people with T2D.
AstraZeneca UK aims to encourage people with T2D to have a clear understanding of the cardiorenal risks of their disease and support them in engaging or re-engaging with their HCPs to have a scaled-up conversation for a better disease management.
The campaign was developed with the bold creative idea on behavioural nudge principles, called ‘Be The Type’, which motivated and invited people to ‘Be The Type’ to take action and become the change agent of their own long-term health. This was promoted via a multichannel digital media campaign, targeted to people living with T2D and their loved ones, and was launched before World Diabetes Day in 2022. The campaign was developed with support from Hamell Communications and Havas.
Judges’ comments
Hamell and AstraZeneca UK have produced a simple but effective campaign expertly dealing with an area which is saturated with information. The strategy, objectives, benchmarks and metrics are all clear and the engagement from patients and clinicians in the creation of this programme is evident. A creative answer to a tough challenge, and incredibly well executed.
