Creative Brief For Diabetes

CREATIVE BRIEF: WORLD DIABETES DAY
Background:
World Diabetes day is on 14th November, as a creative group this gives us a

great opportunity to showcase our creativity for a cause that affects millions of
people worldwide. India is now called diabetes capital of the world with
estimated numbers of over 40 million people been diagnosed with diabetes.
Medical health experts assert that regular check-ups and timely detection plays
a vital role in controlling and managing the problem. Ironically, due to patient
resistance and feeling of disbelief that 'I can have diabetes too', most patients
tend to defer on detection and treatment that often leads to complications.
About the Disease:

Diabetes is a chronic disease in which a person has high blood glucose
(hyperglycemia) either because they are not producing enough insulin, or
because the body does not respond properly to insulin. Insulin is a hormone
produced by pancreas. It helps glucose (carbohydrate foods are broken down
into glucose) to be utilized by body cells to produce energy. Hyperglycemia over
the long-term is associated with damage to the body and failure of various organs
and tissues.
There are three main types of diabetes:
1. Type 1 diabetes: Body does not produce enough insulin
2. Type 2 diabetes: Body produces insulin but can’t use it well
3. Gestational diabetes: A temporary condition in pregnancy
Genetics, age and family history of diabetes can increase the likelihood of
becoming diabetic and cannot be changed but unhealthy eating and lack of
exercise can be changed.
Symptoms of diabetes: frequent urination, excessive thirst, weight loss, blurred
vision, slow healing wounds,
Complications: Poorly managed diabetes leads to serious complications such as
retinopathy, cardiovascular disease, pregnancy complications, diabetic foot,
periodontitis, kidney disease, neuropathy and early death.
Outcome: With good self-management and health professional support, people
with diabetes can live a long, healthy life.
Prevention:
Type 1 diabetes cannot be prevented with current knowledge.
Prevent type-2 diabetes:
 Know your risk factors and take action

 Eat healthy
 Stay active
 Maintain a healthy weight
 Avoid tobacco and limit alcohol
 Go for regular checkup for early diagnosis
 Take prescribed medicine regularly
World’s Diabetes Day:
World Diabetes Day (WDD) was created in 1991 by IDF and the World Health
Organization in response to growing concerns about the escalating health
threat posed by diabetes. It is marked every year on 14 November, the birthday
of Sir Frederick Banting, who co-discovered insulin along with Charles Best in
1922.
WDD is the world’s largest diabetes awareness campaign reaching a global

audience of over 1 billion people in more than 160 countries. The campaign
draws attention to issues of paramount importance to the diabetes world and
keeps diabetes firmly in the public and political spotlight.
The World Diabetes Day campaign aims to:
 Be the platform to promote IDF advocacy efforts throughout the year.

 Be the global driver to promote the importance of taking coordinated
and concerted actions to confront diabetes as a critical global health
issue.
The campaign is represented by a blue circle logo:

that was adopted in 2007 after the passage of the UN Resolution on diabetes.
The blue circle is the global symbol for diabetes awareness. It signifies the unity
of the global diabetes community in response to the diabetes epidemic.
Every year, the World Diabetes Day campaign focuses on a dedicated theme
that runs for one or more years. The theme for World Diabetes Day 2018-19
is Family and Diabetes.
Creative Objective:
The theme for World Diabetes day and World Diabetes this year is the Family and
Diabetes. It aims to:
 Raise awareness of the impact that diabetes has on the family and support
network of those affected.
 Promote the role of the family in the management, care, prevention and
education of diabetes.
The International Diabetes Federation (IDF) is urging families to learn more about
the warning signs of diabetes (Annexure 2 below). Research conducted by IDF
in 2018 discovered that parents would struggle to spot this serious life-long
disease in their own children. Despite the majority of people surveyed having a
family member with diabetes, an alarming four-in-five parents would have
trouble recognising the warning signs. One-in-three wouldn’t spot them at all.
The findings underline the need for education and awareness to help people
spot the diabetes warning signs early.
A lack of knowledge about diabetes means that spotting the warning signs is
not just a problem for parents, but is an issue impacting a cross-section of
society. This is a major concern, due to the signs being milder in type 2 diabetes,
the most prevalent form of the condition, responsible for around 90% of all
diabetes cases.
Left untreated or unmanaged, diabetes can lead to life-
changing complications. Diabetes was responsible for four million deaths in
2017.
“Diabetes cannot be cured. It can only be controlled”
Target Audience:
This is a proactive work we are doing, so our first Target group is the internal
Brand Team that manages Diabetes portfolio. We can approach our corporate
team also if we have some activities/ideas that really works.
Our TG at large would be – Healthcare practitioners (Doctors), Abbott Field

Team, Patients and general public at large for whom we want to create
awareness.
Our secondary TG would be IDF, Government organizations, NGOs who are

working towards diabetes awareness.
Points to Consider
 We follow the theme of World Diabetes day and work towards developing
creatives on Family and Diabetes.
 We can work on creatives about general awareness of Diabetes.
Deliverables: Campaign of 3 KVs on the theme of Family and Diabetes
Deadline – 1st November 2019

Annex 1:
Diabetes Facts and Figures:
 There Are Over 425 Million People Worldwide With Diabetes And Expected
To Rise By 522 Million By 2030
 1 in 2 people with diabetes remain undiagnosed
 every 8 seconds someone dies from diabetes
 Diabetes is a leading cause of:
o Vision loss- 1 in 3 people with diabetes will develop some form of
vision loss during their lifetime
o CV diseases - People with diabetes are up to three times more likely
to develop cardiovascular disease
o Kidney failure - Kidney failure is ten times more common in people
with diabetes
o Lower limb loss - A lower limb is lost to diabetes somewhere in the
world every 30 seconds
Annex 2:
There are diabetes warning signs and symptoms that both women and men have
in common, for example:
 Excessive thirst and hunger

 Frequent urination (from urinary tract infections or kidney problems)
 Weight loss or gain
 Fatigue
 Irritability
 Blurred vision
 Slow-healing wounds
 Nausea
 Skin infections
 Darkening of skin in areas of body creases (acanthosis nigricans)
 Breath odor that is fruity, sweet, or an acetone odor
 Tingling or numbness in the hands or feet

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CREATIVE BRIEF: WORLD DIABETES DAY

World Diabetes day is on 14th November, as a creative group this gives us a

About the Disease:

 Know your risk factors and take action

World’s Diabetes Day:

WDD is the world’s largest diabetes awareness campaign reaching a global

The World Diabetes Day campaign aims to:

 Be the platform to promote IDF advocacy efforts throughout the year.

The campaign is represented by a blue circle logo:

“Diabetes cannot be cured. It can only be controlled”

Our TG at large would be – Healthcare practitioners (Doctors), Abbott Field

Our secondary TG would be IDF, Government organizations, NGOs who are

Deliverables: Campaign of 3 KVs on the theme of Family and Diabetes

Deadline – 1st November 2019

 Excessive thirst and hunger

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