Award-Winning Consumer Awareness Campaign for NJ Nonprofit
Rapunzel Creative helped a New Jersey nonprofit boost awareness of the importance of getting screened for pre-diabetes as well as its offerings through various digital marketing channels.
The Diabetes Foundation serves low-income, uninsured, and underinsured people who are at risk for or have prediabetes and diabetes. The nonprofit organization offers a wide array of free and affordable classes, resources, and services to help individuals and their families navigate this growing health crisis with greater ease and valuable support. Its challenge has been how to get the word out more effectively about everything it makes available to people who are at risk for prediabetes, or who are living with a prediabetes or diabetes diagnosis.
Rapunzel Creative was engaged to help the Diabetes Foundation boost consumer awareness of the importance of getting screened for prediabetes as well as its offerings through various digital marketing channels.
These include digital banner ads, social media ads, an award-winning video, landing page, and an email drip campaign.
Digital & Social Media Ads
The Rapunzel team created a series of digital ads in multiple formats, for a run of native ads and social media ads. The ads, which focus on people at risk for prediabetes, showed a cross-section of the target audience with family members, encouraging users to get “screened for them.” The ads included compelling statistics about the hidden prevalence of prediabetes and diabetes nationwide and in New Jersey, where the Diabetes Foundation is located. All ads advised readers to “know your risk” and were linked to a new landing page we created.
Landing Page
The campaign landing page was developed for people who may have prediabetes; the goal is to create greater diabetes awareness. The page has prominent links about getting screened for the condition and pertinent statistics about the vast number of people who have prediabetes, including those who don’t even know it. It comprises a wealth of information about risk factors, screening, content about the risk of developing type 2 diabetes, and a section detailing the symptoms. Another section links out to the resources and services the Diabetes Foundation offers.
Video
Rapunzel Creative wrote and produced an award-winning video—in both English and Spanish—that ties directly into the “get screened” consumer campaign for pre-diabetes. People who represent the target audience are shown with loved ones in short vignettes explaining that they got screened (for her, for him, for them; to know their risk). The voice over explains that the Diabetes Foundation can help viewers take that important step. The project comprised a 30-second master version and several shorter “cut-downs” to use on social media.
