The objective of this initiative was to develop a sports sponsorship toolkit that provided a consistent message (and look and feel) for sales organization partnering with local sports teams and venues. The kit included a myriad of paid and owned media assets, from print ads and signage to patient education collateral and radio spots. Like all the assets, those PSA-like spots spoke to two diabetes demographics: people who were unaware of their risk of diabetes and people who were already diagnosed with diabetes and wanted or needed better control. In both cases, the goal was to inspire action in the form of “learning more”.

• More than 50,000 incremental hits to the two websites (as a result of this campaign)

• 1800 opt-ins (allowing company to send branded treatment information)