Social Media Campaign

American Diabetes Month (ADM)

Objective

American Diabetes Month (ADM) is American Diabetes Association's® largest fundraising effort taking place annually during the month of November. Increase effort is placed in identifying a campaign theme that connects on a personal level with those living with diabetes or prediabetes, without alienating other populations who are also at risk of developing the disease. Bringing awareness is just as important as building empathy. The goal was to create awareness while also motivating audiences to donate for a cause while supporting ADA's efforts in finding a cure.

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Campaign Solution

Honing in on real people with real stories the "Everyday Reality" campaign magnified the trials and tribulations of everyday lives with diabetes. Primarily a social media campaign push, we designed banners, as well as video content following everyday lifestyle routines, from checking their glucose levels multiple times per day, to injecting insulin, to feeling anxious or deppressed when things felt overwhelming. In order to increase engagement, we invited our members to tell us about their "everyday realities."

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Results

With participation from NLF player, John Jenkins, ADA's CEO, who was also impacted by diabetes, as well as other ADA members, we were able to increase engagement in our social media platform as well as increase donations via ADA's website. Awareness and education content about ways to manage diabetes were shared during the month of November with particular focus on heart health, mental and emotional wellbeing. With increased support from corporate sponsors such as Colgate and CVS, audiences were also educated on the importance of dental care. 

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