Dmitry Maslakov
Designer at Voskhod
Yekaterinburg, Russia
TitleMade by diabetics
Campaign Made by diabetics
Advertiser Roche
Brand Accu-Check
Date of First Broadcast/Publication
Business Sector Medical Equipment
Story Director, cast, crew and even extras - more than 80 diabetics and caregivers made an inspirational film with the message:Don’t suffer from diabetes, live with it.
The video led to a promo site with interviews and life stories of heroes, where we encouraged everyone to share their personal motivation and support the campaign.
Famous actors, journalists and athletes who live with this disease, revealed their life stories in media with the mark “Made by diabetics”. 
Philosophy By this campaign Accu-Chek, a leading brand of medical goods for diabetes care, wanted to support the diabetes sufferers and on the other side to fight the stigma and common stereotypes surrounding the disease.
We put together a production crew and cast solely consisting of people living with the disease to create a real-world film encouraging them to continue the fight. 
Problem «People with diabetes can't work effectively, have children, do sports, travel.» - That's a common opinion in Russia.Because of this stereotypes and prejudice people diagnosed with diabetes lose their purpose and aspiration in life. 
Result The campaign got support from diabetes societies in Russia and Ukraine. The project received thousands of comments and a huge feedback in social media.Accu-Chek website traffic grew by 19%Brand search went up by 72%Sales increased by 14%
We changed the perception of the disease and united people with idea:Don’t suffer from diabetes, live with it. 
Media Type Web Film
Creative Director
Digital Art Director
Strategic Planner
Digital Creative Director
Digital Art Director

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