An experiential marketing campaign for Diabetes UK won the cause-related category at the recent Institute of Sales Promotion (ISP) awards.

A face-to-face strategy targeting people around the UK through a roadshow formed the centrepiece of the 2006 Measure Up integrated campaign, which aimed to raise awareness and increase diagnosis of diabetes. Direct mail, advertising, public relations and a high-profile celebrity launch were also used.

Event Marketing Solutions (EMS) devised the high-profile roadshow, offering on-the-spot blood-glucose testing and information and advice from health professionals.

 
The company’s eye-catching magenta vehicle, branded with hard-hitting messages about ‘measuring up’ your waist size as an indicator of potential Type 2 diabetes, visited eight city centre locations and saw 1,000 people tested.
 
The results were very impressive. The overall campaign reached an estimated 33 million people and delivered a 50% increase in awareness of Type 2 diabetes among 750,000 undiagnosed adults. What’s more, over 150,000 people visited their doctor for a diabetes test as a direct result of the campaign.
An experiential marketing campaign for Diabetes UK won the cause-related category at the recent Institute of Sales Promotion (ISP) awards.

EMS managing director Keith Austin said: “Winning this award is the icing on the cake for a campaign that has made a real difference to thousands of people’s lives.  It’s a great example of partnership working. Diabetes UK did a fantastic job in devising a strong theme that we were able to bring to life as a compelling, face-to-face experience.”

The judges described the campaign as “an excellent initiative alerting and educating the public to the risk factors of diabetes”.

Johanna Langrish, head of the conference team at Diabetes UK, was delighted with the award, saying: “EMS was the ideal partner. They produced great results for us with their carefully planned and executed programme.”

Following the success of the 2006 campaign, EMS has been commissioned to produce a second Diabetes UK roadshow for 2007. The extended tour will launch in August for 13 weeks.