Abbot

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.