ABOUT

In the world of global healthcare, so much power lies with the patient that a poor socially driven content campaign can do as much damage to a brand as it can do good.

So when we approached a our global international medical device client with just such an idea, it had to transcend both brand and product alike, as Medtronic make pump therapy devices for Type 1 Diabetes patients to help them manage their very real fears around hypoglycaemia.

"We wanted to connect with the online diabetes community on a personal level by fostering a feeling of inclusion and community," said Dan Mitchell, Creative Director at Bigkid. "Hypoglycaemia has the potential to cause a significant impact on people's everyday life and the fact that they do not let this hold them back is in itself heroic and forms the basis for the campaign."

Entitled #HYPOHEROES, our team conceived and executed the entire campaign in partnership with the client marketing team. Coinciding with World Diabetes Day, #HYPOHEROES was launched across 11 countries with content promoted through Facebook, Instagram, Twitter and YouTube.

The campaign harnessed video, print and digital interactivity to educate, empower and inspire people with diabetes to learn more about the impact of Hypoglycaemia and how it can be better managed during everyday situations.

Owning the conversation around key T1D topics such as food and alcohol, fitness, driving, children and sleep has made a significant, positive impact on awareness of the client brand.

Our creative highlights include a unique suite of CEROS digital infographics, the 'Ordinary people, extraordinary lives' video and our avatar generator for patients to share their very own #HYPOHERO across social media and other channels.

"The entire team is very proud of #HYPOHEROES and what it represents," said Dominic Duffy, Managing Director at Bigkid. "Reaction to the campaign has been incredibly positive and we're looking forward to fuelling #HYPOHEROES with even more great content."