Title: Your future is in your hands
Note: This campaign is a proposal for the Tesco - Diabetes UK collaboration for spreading awareness about the disease.
Did you know Diabetes is the #1 health threat in the UK, with 1 in 7 people diagnosed with the disease? Did you know India is said to become the World Capital for Diabetes by 2020?
To date, there is no strong visual imagery associated with diabetes. Research and studies show that diabetes can have serious complications, including a diabetic foot (that often leads to an amputation), diabetic retinopathy (which leads to loss of eye sight), and diabetic neuropathy (a nerve disorder which commonly affects the sensory nerves under the skin but can also affect the nerves which control one’s muscles and organs) amongst others.
The aim of the campaign was to increase awareness for diabetes and the serious complications it can lead to. It was designed to work as a reminder call for the audience, to make them realize diabetes has a lot to do with people’s lifestyles, and while they have the time, they should do something about it. Without having the viewers scared and disturbed with the facts, this campaign aimed to shake them up a little and make them realize diabetes is not something that can be taken lightly.
The idea of the campaign was communicate the message of possible long term, serious effects of diabetes on an individual using two mediums of visual communication – photography and illustration. This was proposed keeping in mind that some (diabetic) imagery can be visually disturbing (for example, a diabetic foot), and therefore, by blending the two mediums, one can achieve the desired results with a more subtle approach and visually appealing imagery.
The looks were kept very simple because the concept needed the models to look like normal, everyday people engaging in different day - to - day activities. The concept was designed in a way that, without the post-it, the image looked like a normal photograph of a healthy, active person (engaged in their daily activities), and with the post-it it gave a thought-provoking message. To emphasise that diabetes can happen to anyone, models were chosen from different age groups, ethnicities and backgrounds.
