Diabetes marketing for kids and teenagers
More and more teenagers suffer from diabetes. An illness that’s not easy to deal with, especially during puberty. But while young people may struggle with the diagnosis, it’s vital for them to stay motivated and positive, so their diabetes therapy can work. As an expert on youth-targeted marketing, we’re asked to develop a way to communicate the importance of diabetic treatments that really connects with the target group.
We looked to find a way to frame the diagnosis in a more positive way: our message to diagnosed children is: they can live a completely normal life with diabetes if they follow a few simple rules. To communicate this, we created a wide-reaching marketing concept that focuses on the creation of a youth club for diabetic children and teenagers. And with the advice from diabetologists and pediatricians, we have created a magazine that blends subjects focused on a youthful lifestyle with diabetes-related content.
The basic media is a extensive website in the clubdesign and a periodic clubmagazine. Close to this we developed advertising materials for medical practises and hospitals to reach young people with Diabetes and their parents:
Our client now has a platform for direct communication with its target group, which is a unique accomplishment in the German pharmaceutical industry. The concept earned Speer+Rogal first place in the prestigious COMPRIX awards for its innovative and effective pharmaceutical advertising.
Diabetes communication for small children
The situation: A small child or toddler that’s diagnosed with diabetes confronts parents with unique challenges. One of them: how do you explain the disease to the child? Seeing as they needs to understand that syringes and injections will now be a part of their daily life. But how do you explain that to your kid?
We created a friendly and likeable animal character, with whom afflicted children can identify themselves. Through four exciting stories, the child and its parents learn about the challenges and joys that a life with diabetes entails. These adventures help to demystify the illness, and to show children that diabetes therapy is a necessity of their lives that is absolutely manageable. In order to help parents more directly, we developed a newsletter and website for parents only, that offers useful advice for the parenting of their children.
Parents of diabetic children call our stories ‘a blessing’. Our animal character has proven to be a huge help in making the experience of diabetes easier for the entire family.