Ad agencies collaborate on “Choose” campaign
May 4, 2010 – 7:22 am by Gina MonariSanofi-Aventis U.S., the marketer of Lantus SoloSTAR, has created the “Choose” campaign as a way to generate a dialogue about insulin among people with type 2 diabetes and their healthcare providers. The campaign, which just launched and will continue throughout the year, includes print advertisements, television spots, and an online presence at www.WhyInsulin.com.
This campaign was developed by Sanofi-Aventis U.S. with Euro RSCG. In addition to Euro RSCG, Optimedia and Intouch Solutions partnered together on the campaign.
The “Choose” campaign is designed to help inform people with diabetes about the facts regarding treatment with insulin and to help change people’s attitudes about insulin. Instead of seeing insulin as a treatment of last resort, the goal is to have people to understand that insulin, as part of an overall diabetes treatment plan – which may include diet, exercise and other diabetes medications – may help people achieve their glycemic goals.
The primary goal of the campaign is to dramatically improve the image of insulin among people with type 2 diabetes whose blood sugar is not controlled. Euro RSCG developed the creative execution of the campaign, but the overarching vision for the campaign reflects the commitment Sanofi-Aventis U.S. has made to educating patients with type 2 diabetes about insulin and the important role insulin plays among healthcare providers.
The campaign targeting healthcare professionals went live in January 2010, and the consumer portion went live April 29. The consumer and professional campaigns are multi-media efforts. The consumer campaign focuses on patients with type 2 diabetes, and the professional campaign targets primary-care physicians.
According to the Centers for Disease Control and Prevention, many people living with diabetes are not achieving the blood glucose targets recommended by the American Diabetes Association. At the same time, insulin, an effective medication for lowering blood glucose, is often delayed in the treatment of type 2 diabetes. A recent study actually found that myths about insulin were a key contributor to failure of patients to initiate treatment.
The campaign is designed for the U.S. audience. The “I Chose” campaign is the consumer part of the Insulin Image Initiative. The “Rethink Insulin” campaign is the healthcare professional-focused part addressing key issues that providers have about prescribing insulin on a more timely basis. This overall initiative is an evolution of the GoInsulin campaign.
Tags: Diabetes, DTC, Euro RSCG, healthcare advertising, insulin, Intouch Solutions, Optimedia, Sanofi-Aventis U.S.
