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Diabetes Australia kicks off new marketing push aimed at highlighting dangers of the condition

Diabetes Australia has kicked off a new national marketing push aimed at highlighting the dangers of the condition.

The campaign, which is the first work from Sydney-based agency Behaviour Change Partners, sees images of different people flash across the screen while a voice over tells the audience the 280 people represent the 280 Australians who develop diabetes every day.

Behaviour Change Partners’ principal Paul Fishlock said in a statement: “It’s both a privilege and no small responsibility to be working with Diabetes Australia. A key objective is to communicate the sheer numbers of Australians who develop this serious and complex condition – 280 every day. To bring this to life, the 30 sec ad shows 280 images of people and the serious health complications related to diabetes such as heart disease, kidney failure, stroke, amputations and blindness.”

On appointing Behaviour Change Partners to work on the campaign Diabetes Australia CEO Greg Johnson said in a statement: “Communicating just how serious diabetes is in Australia today, is an immense challenge and we need a creative partner with both experience and runs on the board in public health campaigns. Behaviour Change Partners ticks both boxes in spades.”

The campaign follows on from last year’s marketing push which urged the public to get tested for type 2 diabetes.

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