1.
In-house and integrated: delivering Diabetes UK's
mental health campaign (on a budget)
Hannah Reddy, Senior Content Manager, Diabetes UK
Thursday 12 September 2019

2.
What’s missing?
• Over 4.7 million people in the UK are living with diabetes today
• We’ve spoken with thousands of them
• Diabetes is tough and relentless.
• 7 in 10 people feel overwhelmed by the demands of living with
diabetes
• When diabetes gets tough people need the right support to deal
with it
• But for three quarters of people, that support is missing.

3.
Our big challenge
• Tiny budgets and very little agency support – this was going
to be an in-house job
• We didn't have any information
• Not really our ‘thing’
• Lots of different audiences
• Safeguarding
• Campaign had do to a lot!

4.
What we did
It’s
Missing
campaign
team
Campaigning
team
Clinical team
Helpline
Professional
team
Creative
concept and
user testing
HHH content
strategy
Hero video
Information
prescription
and HCP
resources
Marketing
and campaign
plan
Policy report
and campaign
materials
Case studies
Information
content
Audience
segmentation
and journey
mapping

5.
Super Sue!
https://www.youtube.com/watch?v=s6ILQb89chY

6.
How we got on.
• We launched the campaign in the Houses of Parliament in May
• So far the campaign has reached over 1 million people
• 23,632 signed our petition calling for better mental health and
emotional support
• Around 70% of those were new to Diabetes UK
• Over 33,000 people have visited our new information about
diabetes and emotions
• Calls to our helpline have increased by 900%
• Average CPA £0.80
• Hundreds of people have shared their stories

7.
The power of organic.
• We only paid for 5000 of these signatures
• Many of these were from shares
• We went where our supporters were already active
• There is value in engagement
• Whatsapp and Instagram
• Regular organic social posts are seeing an average of 400
engagements.
• Sue’s video - the cherry on top

8.
What we’ve learnt
• People want us to talk openly and sensitively about mental
health and diabetes
• Good content speaks for itself
• You don’t always need video, our images and good quotes
worked just as well
• Keep on testing
• Working in an integrated way has challenges
• Don’t underestimate the power of owned channels and
audiences to do the job for you.

9.
Thank you.
Any questions?
Hannah.reddy@diabetes.org.uk
Senior Content Manager

10.
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