MUMBAI: Global healthcare company, Abbott, has unveiled its latest campaign in India focusing on how people are living a full life with diabetes, thanks to modern healthcare. The initiative stems from the success of its last year’s Real Heroes campaign. The objective of the campaign this year is to help inspire people through positive conversations to live their best lives, despite the challenges they may face after being diagnosed with diabetes.
This year’s campaign titled ‘Be Brave. Be Bold.’ is in continuation to the last year’s ‘Real Film. Real Heroes’ theme and focuses on how with the help of Abbott’s breakthroughs, modern healthcare has helped people push past possible and have a life full of rich experiences and fulfilling moments.
Abbott divisional VP of corporate global marketing Vivek Mohan says, “Everyday around the world, Abbott helps people live their best lives with our life changing technology. This film shows inspiring people not letting diabetes stop them from having amazing experiences. The campaign aims to remove the stigma associated with having diabetes, and provides those diagnosed with it with knowledge that can help them overcome challenges they may face, and unlock all that life has to offer.”
With India currently representing 49 percent of the world’s diabetes burden, an estimated 72 million cases in 2017 (Indian Council for Medical Research report), Abbott’s film and campaign intends to help people better manage diabetes through inspirational stories and educational content.
The film created for social media, uses real profile pictures of 100+ people with diabetes, leading, happy, healthy lives.
The film was released on major digital platforms and has already received an overwhelming response from across the country, with over 4 million views.
Along with this, Abbott will also be reaching out to its consumers through a web series that will inspire and educate people through the journey of others who are living with diabetes. The company will be releasing digital snack-able content in association with three food bloggers, who explain how they were able to manage their respective conditions despite the fact that their profession is all about food, which is challenging because they are surrounded by edible things at all times.
